Mike's technology copywriting work extends to virtually every phase of the selling cycle--his technology content supports the entire sales and marketing process, from web pages to white papers, lead generation to deal close. For Mike, tech marketing content is always tied to the sale.
Lead gen marketing content fills the funnel. As with any attention-getting content, its purpose is to get noticed. Only, with technology, it's not loud noises and big colors that do it. Your market isn't looking to be entertained. Even at this earlest stage, you have to deliver messages of authority and credibility.
The middle is where the big marketing content creation work occurs--especially since Sales spends such a long time here, nurturing, prodding, informing . . . moving the lead through the funnel. It's strategic. The content you build has to deliver the correct message to the correct audience at the correct time.
Content closes deals. From one-off, decision-maker presentations, to well-packaged and presented ROI analyses, to first-quality proposals. For content, it's the end of hype, and the beginning of the heavy lifting, helping win the business.
This is the content that supports strategic marketing efforts. This includes plans, analyses, surveys and more.