It’s hard to find a marketing or tech industry article today without a mention of the buzz word – “content.” However, over-use by wannabe marketing gurus can’t hide the fact that correctly targeted content is the best way to build brand awareness and reputation, and move the buyer towards a purchase decision.
This applies particularly to technical professionals and engineers, a segment with some unique characteristics. This is especially true in Asia, where the region’s technology boom is creating a growing demand for professionals with expertise in such areas as cyber security and project implementation.
In tune with the trend, governments across the Asian region are supporting tech start-upswith easy funding, tax breaks and purpose-built facilities.
The Asian technology sector is also issuing a siren song to a growing exodus of young industry professionals from Silicon Valley, bringing home to China, India, Vietnam, Singapore and elsewhere the skills they learned in the US. Their approach to business combines the “can-do” attitude of American start-up entrepreneurs with the natural caution and emphasis on value for money of their Asian heritage. Thus, content creators targeting this audience need to recognise that one size does not fit all.
How does the new generation of Asian technology pros research the products and services they need?
It’s probably no surprise to learn that they prefer to do their research online, primarily via Google, followed by vendor websites. Most engineers will interact online with a vendor between three and seven times before speaking directly to sales. And, crucially, they prefer to do business with companies that regularly produce fresh, current and relevant content.
So what are the factors that your content needs to address, to grab and hold the attention of Asian technical experts? Here are five tips to help you engage with this audience and convert prospects into customers.
1. Your content must be accurate and up-to-date, and should include detailed illustrations and diagrams. Engineers like to see infographics, and will immediately lose interest in imprecise or out-of-date information.
2. Your content author must be a technical expert. Content for tech professionals isn’t looking to win a Pulitzer for style and grammar; what it must do is pass the credibility test with technically professional readers.
3. As the buyer journey closes in on the decision stage, present them with case studies. Here is where you demonstrate relevance – your audience wants to hear about challenges faced and overcome by your products and services, in their market, by similar firms. Establishing a cultural connection here can be what it takes to close the deal.
4. Identify and engage with what keeps your technical buyer personas awake at night – remembering that issues are different, market by market. Customer-centric content addresses the tough questions, educates on gaps in the market, highlights risks to business that your application can overcome and demonstrates empathy with your customers’ world.
5. Write memorable, intriguing headlines. Your prospects are most likely to search for the content they want on Google, so yours must stand out among pages of search results. Unlike many consumers, engineers are known to dig deep into results – many going through ten or more pages. An effective, relevant content title and meta description is what will get them to click.
Content development and marketing is tough work for any sector. And how much more so for sceptical, evidence-driven, logically-minded technical audiences that want to interact with industry peers, and who face country-specific challenges and opportunities. But if you can show that you understand the unique attributes of this audience – and identify with the nuances that differentiate one Asian market from another – your content will succeed in attracting and engaging technical buyers.
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