Struggling to Write for Technical Experts? Try These 3 Powerful Content Marketing Practices

Engineers and other technical experts take to the web to educate themselves on their options now more than ever before.
When sifting through online content, engineers and other experts in their fields want facts, not a hard sell. They’re conducting serious research.
In fact, according to a study by CEB in partnership with Google, 57 percent of the B2B purchasing process has been completed by the time someone contacts a salesperson.
So, as content marketers, we need to give them the information they need to make smart purchasing decisions. But engineers have already studied for years to accrue their subject matter expertise. Can marketers actually talk intelligently to them online?
A marketer’s challenge lies in extracting the best information and translating it into relatable content, while not sacrificing accuracy in the process.
Journalists like Ed Yong and Carl Zimmer bring cutting-edge science to the masses on a regular basis, and content marketers can follow their leads.
Here are three content marketing tips that non-experts can use when writing about technical subjects.
1. Gather facts from experts
When you interview experts within your clients’ companies and mine their heads for their hard-earned knowledge, you’ll find that many of them love to be asked about their fields.
It’s not every day a layperson asks a metallurgist about induction furnaces or an architect about designing aircraft hangars.
Fair warning: At first these interviews might be overwhelming or intimidating. Marketers often feel afraid to ask “dumb” questions.
However, a state of “non-knowledge” is a

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