Technology companies experience fiercer, more unrelenting competition than most other industries. While other regulatory factors and buying trends influence the competition in other industries, technology has so many other factors that influence it. Proprietary inputs, research and development costs, intellectual property and even occasionally just the idea itself must all be carefully handled in order to ensure growth.
Each of those elements work in tandem to create one of the biggest advantages a technology brand has: uniqueness. They lend the brand an inherent authenticity that resonates throughout their story, starting with the elevator pitches that were delivered with fervor in a one-on-one setting.
The challenge, then, is how a progressive technology organization can maximize its brand potential by replicating that passion digitally. Today’s successful technology companies are leveraging quality content in order to acquire and retain customers. The content educates and promotes a brand as an authoritative expert within the industry. However, in order to do so effectively, it must possess that most elusive of qualities: quality.
The necessity of quality
Over the past few years, Google has improved its ability to recognize poor content, putting brands which cannot or do not obtain quality content at risk. The sole benefit of Google’s increased flagging of bad content belongs to competitors, as demoted weak content elevates high-quality content by default.
To qualify content, Google considers average time on page as an indicator of reader intent, factoring in bounce rate (high is bad) and content length (longer is better). Human raters review content to enrich Google’s algorithm. The resulting machine learning robustly connects contextual layers and word associations, interpreting natural language in a more authentic manner. Essentially, Google has learned to read like a human.
Google’s official stance on content indicates that the creation of quality content requires either time, effort, expertise or talent. This level of qualification no longer rewards keyword stuffing and tag management strategy. Punishment from Google can disable your technology brand, and the damage of weak content is far-reaching. From a new technology business standpoint, poor content exposes a lack of digital savvy and fails to impress potential leads.
Delineating quality content
Bad quality is often intuitively evident. However, defining precisely why content is low-quality can be harder to do. But if you want to establish an authentic relationship with your customer base, then establishing your standards and expectations for content is crucial.
Your audience instantly qualifies your content as high- or low-quality. Ultimately, their decision on the authoritativeness and authenticity of your content is the only opinion that matters. Three issues often encountered with poor content are: spun articles, stolen content and non-native English syntax.
Elements that can indicate low-quality content include:
- Lack of internal site links
- An inconsistent voice
- Generic, clichéd tone
- Overuse of adjectives
Defining high-quality content is much easier and slightly more objective. To determine if the content you have received is good, the primary attribute you should check for is whether it aligns with your company’s brand and voice; while that is the most important factor in an article, it is also the hardest to fake. Also check the logical flow throughout, ensure the presence of well-research links and determine if the prose is tight and easy to read.
Tempesta Media consistently delivers high-quality content – with 90 percent fewer revision requests than the industry average – by thoroughly vetting its writers, working with a company to determine its voice profile and utilizing stringent quality control to ensure that its customers receive only content that will benefit their standing in the marketplace.
Benefits of high-quality content
Brand reputation and authoritativeness benefit from quality content, and quantifiable benchmarks are rewarded by Google in the form of higher organic search rankings for your content. As the strongest discovery mechanism, organic search delivers value over time through consistent authority.
High-quality content acts as the voice of your brand online, speaking on behalf of your technology. A dominant tone demonstrates authenticity. Quality content builds trust in the tech brand, strengthening market presence.
Obtaining quality content
With such a high bar set for it, high-quality content can seem impossible to obtain.However, the good news is that you can infuse quality by utilizing your existing authenticity. When channeling that authenticity, professionally crafted content that adds to the collective conversation defines quality. As you become an established authority on the subject, that content generates a ripple effect. Soon, you will have brand ambassadors creating organic growth via word-of-mouth.
High-quality content that achieves these results need not be expensive or out-of-reach for even a small- to medium-sized tech firm. Technology already has the inherent properties that unique content was made to market: specialized product solutions and innovative ways to change the world. Ultimately, all you must do is find a firm that can accurately and comprehensively determine your best content strategy, then implement it using your specific voice profile. To learn more about how Tempesta Media can help you, contact us today.