Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

Read the Guide Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer?

What is <span>They Ask, You Answer?</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
learning_center_grey__Free Courses and Certifications.svg

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
... Inbound Marketing Marketing Strategy
Close
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022
Read the Guide
The Ultimate Inbound Marketing Strategy Playbook 2022
Free Inbound Marketing Playbook
View The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

"Our Business is Too Technical for You."

By Sir John Hargrave

Sir John Hargrave also recommends this free guide: The Ultimate Inbound Marketing Strategy Playbook 2022.

"Our Business is Too Technical for You." Blog Feature

our-business-is-too-technicalAs CEO of the content marketing company Media Shower, I’ve had the opportunity to work with hundreds of companies. Frequently, they’ll ask us to write content for their company blog, but then warn us: “Our business is probably too technical for you.”

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

Maybe their business is data mining software, or medical EHR systems, or specialized financial analysis. Generally, we hear this from a “subject matter expert,” someone who has worked in this business for years and has a brain the size of a planet, but this claim isn’t as simple as it may seem.

There are three reasons why this argument is false (and one very good solution when it’s not). Read on.

Reason #1: It’s Not Too Technical for Your Customers

We once worked with a company that made test measurement products, in other words, they made highly-calibrated devices used for precision weighing (like in scales) or for precision torque measurements (like in auto engines).

Do you see how I just described their products to you in plain English? That’s the key here.

If you went to this client’s original website, you would read pages of meaningless jargon about “load cells” and “torque sensors,” along with reams of technical data that was about as interesting to read as an electronics catalog.

“But our audience loves reading electronics catalogs!” some would say say. “They’re engineers!”

Somehow, however, I don’t think these engineers are curling up in bed at night with a thick manual of calibration measurements.

When you’ve spent your career immersed in a technical field, you get a kind of myopia, a hyper-nearsightedness to the technical details of your craft.

As one of my management mentors put it, you’re “one inch wide and three miles deep.”

This is not how you market to your customers.

How do you?

We all want content that engages, that draws us in. The human brain is hardwired for stories, which is why I just told you a story above (and will tell you another story below).

We want to know your company story; why your products or service are the best. You have to show, don’t tell.

Yes, your customers need the technical specifications of technical products, but most engineers overestimate the actual technical needs of their content, or their writing team.

They’re three miles down in their one-inch hole, and it’s awfully hard to hear someone that far down.

Reason #2: The Outsider’s Perspective is Powerful

Let’s be honest: most engineers are not very good writers. As marketers, they’re even worse.

It’s a huge competitive advantage to have an outside company write your content because it brings a new perspective and approach to explaining what you do.

It’s the same reason smart job seekers hire resume specialists, and presidents hire scriptwriters. They are experts in areas you aren’t.

In a technical industry, you can easily forget how to translate your product and services into terms the general public can understand.

I can’t count the number of company websites I’ve visited and thought, “I have no idea what this company does.” That’s because they’re mired in meaningless industry mumbo-jumbo and buzzwords.

After talking with the customer on the phone, however, I always say, “I understand exactly what they do.”

Much of the value an agency like IMPACT brings to the table is simply the ability help to help businesses articulate their offering, simply.  Making things simple is one of the most difficult things you can do in marketing – especially for a technical industry.

It’s not the features you sell, it’s how they benefit your customer.

From the outsider’s perspective, you’re not in the load cell and torque sensor business, you’re help companies achieve perfect measurements. You’re not in the EMR business, you help medical offices save time and money.

This is the difference between the view of the technical expert and the view of the customer. To really get across that point of view, you need the outsider’s perspective (and skillful writing, of course) to develop a clear message that will truly resonate with your audience.

Reason #3: You Won’t Find The Green Unicorn Who Can Write It

At Media Shower, we give new customers a free test article, so they see the quality of our content for themselves. For example, we once wrote a test article for a customer who makes oil and gas exploration software. It was a terrific article, but the customer wasn’t satisfied.

“If you don’t go with Media Shower,” asked our amazing sales director, Pete Angus, “what’s your alternative?”

“I think we really need someone with deep experience in the oil and gas exploration industry,” he said. “Preferably someone with a Ph.D. in the field.”

“Who understands marketing,” added Pete. “And can write for blogs.”

Silence.

“Where would you find that person?” asked Pete.

The customer sighed. “I don’t know.”

“And how much would you pay?”

“Probably a lot.”

The correct answer was you won’t find that person.

If you’re looking for a highly specific Ph.D., with experience, who understands marketing, and is available to write blog posts for you, that person most likely doesn’t exist.

It’s like looking for a green unicorn. 

green-unicorn.jpg(Like this one, but with the ability to type.)

And even if you do find one, you will likely pay a fortune per blog post.

The Solution: The Thoroughbred and the Live Interview

We’ve found there is no industry that is so highly specialized that a talented writer with good experience in a related field can’t do content marketing for your business.

Your business doesn’t need a green unicorn or, in fact, any unicorn at all. In most cases, a thoroughbred horse will do.

Note: I did not just call our writers horses. I called them thoroughbreds.

The best solution is to get on the phone with a thoroughbred writer for a live interview.

Have the writer ask you – or your in-house technical expert – a series of questions, which they can then turn into terrific content for your website. This solution works well because:

  • You can still show your expertise. The specialist interviewed can be quoted throughout the content, showing the depth of your in-house expertise – with the polish and storytelling of the professional writer.

  • One interview can be turned into multiple posts. We can usually get four posts out of a single, hour-long repurposed interview. That’s a worthwhile use of your company time compared to asking the subject matter expert to spend several hours writing a single blog post.

  • You really have no alternative. I’ve seen countless customers tell themselves they’ll just write the blog posts in-house, but this never happens. People are too busy doing their own jobs to write blog posts on a consistent basis. If you don’t want to hire a person dedicated to creating content, don’t add to the workload of existing employees that don’t have the expertise.

Key Takeaway

Content marketing is highly technical in its own way. I could have packed the post above with meaningless jargon and reams of data too, but instead, I told you stories about what we’ve learned, with the goal of helping you do your own content marketing better.

It is my hope that you will do the same with your marketing and working with skilled content marketing companies like IMPACT and Media Shower can help you do so.

Sir John Hargrave is the author of Mind Hacking: How to Change Your Mind for Good in 21 Days, now available worldwide.

The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Topics:

Marketing Strategy
Published on March 4, 2016

Recent Articles

8 Crucial Elements Every Homepage Should Have [+Video]
January 15, 2022 • 6 min read
5 Organizational ‘Cleanses’ To Start Your Year Off On the Right Foot
January 1, 2022 • 6 min read
What Should a 2022 Content Marketing Strategy Include?
December 30, 2021 • 9 min read
17 Business Blog Topics Your Audience Wants You To Write
December 24, 2021 • 11 min read
Brutally Honest Pros and Cons of They Ask, You Answer for Digital Marketing
December 7, 2021 • 10 min read
The Step-by-Step, 12-Month, DIY They Ask, You Answer Implementation Plan
December 2, 2021 • 16 min read
‘The Big 5’ Best Business Blog Topics That Drive Traffic, Leads, and Sales (+ Video)
November 26, 2021 • 9 min read
Why Trust Is the True Currency for Any Business
November 16, 2021 • 5 min read
How To Get Started With They Ask, You Answer: Your First 6 Months
November 11, 2021 • 11 min read
How a Lack of Sales and Leadership Buy-in Is Killing Marketing Morale Worldwide
November 9, 2021 • 6 min read
Free Inbound Marketing Courses and Training
November 5, 2021 • 5 min read
What is the Value of a Digital Marketing Consultant?
November 4, 2021 • 6 min read
Benefits of Online, Peer-to-Peer Learning for Digital Marketers
October 30, 2021 • 8 min read
How is IMPACT Different From Other Agencies?
October 27, 2021 • 5 min read
Why You Might Want to Hire a Marketing Coach Instead of an Agency for Your Business
October 26, 2021 • 7 min read
How To Become a Better Coach (for Business Consultants, Sales Coaches, and Marketing Strategists)
October 20, 2021 • 8 min read
How to Get Your Whole Team to Buy in to They Ask, You Answer
October 19, 2021 • 4 min read
Get Clients To Seek Your Approval, Not the Other Way Around (Podcast)
October 13, 2021 • 1 min read
Why Your Business Always Needs to Invest in Marketing — in Bad Times and Good (+ Video)
October 7, 2021 • 8 min read
How to Grow a Digital Marketing Agency (with Coaching Services)
October 6, 2021 • 6 min read
36 Eye-Opening Inclusive Marketing Statistics That Prove Its Power for 2022
October 6, 2021 • 6 min read
Hire Freelance Writers with Caution (Read this First)
September 27, 2021 • 10 min read
5 Key Elements of a Winning Inbound Marketing Strategy
September 14, 2021 • 14 min read
How to Get the Most Out of Your 2-Week HubSpot Free Trial
September 13, 2021 • 5 min read
Drift report on pandemic fallout reveals seismic shift in marketing strategy
September 9, 2021 • 2 min read