It is not uncommon to struggle creating relevant and engaging content when dealing with complex industries or detailed subjects. Indeed, you can spend hours researching in vain, eventually realizing that your efforts have resulted in a veiled attempt to impossibly integrate technical jargon and demonstrate mastery of the subject-matter, instead of a connection with the audience.
Of course, the world isn’t devoid of complicated topics. To be sure, most B2B industries are filled with deeply intricate scientific concepts that may confuse the average content creator. Every discipline in the ecosystem of the construction or AEC industry (engineering, manufacturing, industrial applications), for example, requires intricate knowledge of scientific concepts and specifications. It’s difficult to be relevant if the learning curve requires you to speak the intricate language of any particular discipline.
Context is the key to writing on technical subjects
The key to creating engaging content related to any technical subject is context, even if you’re not already an expert in the field. Context includes the circumstances and intentions that enclose your conversation – your content. Marketers can connect with stakeholders by considering the following 3 context considerations that can guide both your sales conversations and marketing content creation.
1. Meet Buying Stakeholders Where They Are
There’s a place for feature comparisons and technical specifications, but it’s rarely the first or second stage of the connection process. There are now, on average, 5 people required to get signoff (HBR) on a typical B2B purchase. Grouping the various stakeholders involved in the decision-making process so that you can communicate effectively, is critical. The first step is to understand and document the buying process, then linking each stage to the respective stakeholders, and each stakeholder to their respective problems. For more insights on this process, download the free eBook: Defining B2B Buying Stakeholders and Persona Development.
2. Go Dark. Understand The Price of Failure
Don’t be afraid to go to the dark side and understand the ultimate cost of project failure. Profit is often the result of avoiding or minimizing risks and the factors that lead to failure have direct implications for your customers’ decision-making criteria. Understanding the situations, value, and people affected by a project gone wrong will provide insight about meeting the rational (measurable performance criteria) and emotional (perceptions: e.g. “looking bad”) motivations of your customer.
3. Strive to Include the Greater Good
For most products or projects, there are important end-users that you can identify who clearly benefit from the solution. The first end-user is the true beneficiary of a product – the cancer patient who heals from a new drug therapy and can continue be there for their loved ones, or a corporate employee who works and spends a great deal of time in a built-environment that reflects their personal aspirations (design, efficiency, function). These real-people examples are easy and obvious emotionally-engaging opportunities to link your solution to an audience that ultimately drives demand for the service. Your widget might be a small component in a machine that makes people safer, happier, healthier, or more productive. Take a bold stand and include the ultimate value that your solution contributes to the greater good.
Drop the Jargon – and Connect with Real People
Though it may be tempting to integrate the keywords and technical terms that you have identified in your research, be selective about the phrases that you include in your content. Instead, try to engage your target audience by dropping technical jargon, and utilize basic terminology understood by the general public within the context of the situations and the people involved in the buying process.