Content marketing: Telling Meaningful Stories

How technology companies can use content marketing to stand out and grow business 

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Technology can be sticky, and once you use a particular technology that mostly works, it can be hard (mentally and practically) to move away from it. 

A simple example is WordPress, which I use on this blog. It allows me to easily blog from my phone and desktop. I can easily grow my mailing list and check stats on the fly. 

Related: More WordPress stories 

There certainly are other content management systems that have different and – we might argue – better whistles, but WordPress does the trick for me. So it would be hard to change. 

Once technology firms are known their trust balance in the consumers’ minds might be hard to overcome by newcomers. Trust, of course, is built through good thought partnership and the ability to actually do what was promised at the beginning of a project. 

Recommended reading:

How thought partnership is the next level of thought leadership

Why not to applogize for an incomplete idea  

So from that perspective technology is very sticky. 

But it’s also somewhat fickle. Disruptions happen because somebody creates something new and revolutionary. We might sag something that solves a problem better.  Doing something slightly better is not revolutionary by the way. Technology is also easily commodized. Sure, we can offer that software and here’s how much that costs. And somebody else has something slightly different but really the same. And it’s cheaper. Okay, we’ll lower the price. The race to the bottom can be won! That’s a competition for a change I don’t want to win. 

Software tools to blog, for content marketing, brand reputation management and influencer maerketing – to name just a few areas of interest to us digital strategists – are overflowing with technology solutions. 

If you were first and have a good market share, congrats! Fingers crossed for you that no disruptors are closing in. 

If you weren’t first (or even if you were) here are some ideas on how you can make it work. Of course, this assumes that the technology actually works. Sizzle with no substance isn’t sustainable either. 

Step 1

Be very clear about your purpose and differentiator. What problem are you  trying to solve that isn’t being solved? For example, if you are going to make the daily lives of content creators easier, your platform needs to be easy to use. 

Write that down and publish it. Set some goals around it and go after them. 

Step 2

Live it and make sure the entire team does too. If your value is to make things easier for creators, you likely have to listen to creators and partner with them. So if your software only gets shown to executives you likely aren’t living this. Few executives do daily content creation and distribution.

Step 3

Continuously share your stories, knowledge and expertise. This could mean ad campaigns but definitely includes blogging/articles/whatever that share your knowledge and thoughts with creators. It also means that you respond and interact with people (aka potential customers).

Recommended reading: 

What will the experts targeting beginners do when the beginners grow up?

Be aware of the experts who can’t do any of the things they talk about 

The key is to stand for something – preferably not what everyone else stands for, have a personality and stand up by being different and offering value to a defined audience. 

Good luck and here’s to everyone offering value for long-term success. 

Contact me here to get help with your strategy and – more importantly – your implementation.


Christoph blogs on The Authentic Storytelling Project and is a globally recognized content marketing expert. The IMA named him Internet Marketer of the Year in 2015. He works with healthcare organizations and other brands around the globe.

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