I have successfully completed writing projects for many tech companies. From startups to large enterprises, companies hire me because they need help with writing great technical blog posts. I am often hired because many tech companies don’t have the internal bandwidth to write blog posts.
After writing hundreds of technical blog posts, I have learned why tech companies fail to write great blog posts. In this article, I will share the reasons tech companies cannot consistently write great content. I will also show you how to avoid the mistakes they make.
If you are looking for a great technical blog post writer, you’ve come to the right place! I have written hundreds of blog posts for Fortune 500 tech companies and brand new startups with amazing new solutions. Contact me if you need help writing your next blog post.
Understand Your Persona’s Pain
Most blog posts fail to resonate with readers because they don’t focus on the persona’s pain. High-performing blog posts resonate with the audience. And as a result, they generate more interest, traffic, prospects, leads and sales.
Remember that you are not writing for yourself. Your blog post must be about the pains, challenges and aspirations of your target customer. If you write a great blog post, the reader should feel that you are directly speaking to her. When that happens, you have an audience that will stay on your website and convert.
The Value of “How To” Blog Posts
People hate reading about features. Features focus on you, but if you want attention, you need to focus on the customer.
When you write “How To” blog posts, you create content people actually want to read. Let me give you an example. Every product your buy comes with an instructional manual. Companies small and large spend a lot of money writing instruction manuals. Yet, most people will never read them.
Instead of reading an instructional manual, people will search online. They Google it. Countless websites get an insane amount of search engine traffic from excellent “How To” content.
Pro tip: Write about topics people actually search for online. If you want to write blog posts that drive traffic to your website, give readers helpful answers.
Focus On One Topic
Lack of focus is a common mistake when writing technical “How To” blog posts. Choose one topic that interests your target market. If your topic is broad, you should narrow it before you start writing.
Instead of writing how your software is used in 25 different industries, focus on one industry. That’s more specific. And it’s easier to tackle. When you focus on one topic and one industry, you have focus. It’s tempting to write a blog post covering everything your solution can do for all industries, but it won’t work. A blog post that tries to speak to everyone will fail to connect with anyone.
Pro tip: Create a list of customer pain points. Break it down by industries. One blog post should stick to one industry pain point. Your blog posts should present the customer’s pain point. The rest of the technical blog posts should focus on your solution.
Write a Rough Draft
You cannot write an outstanding technical blog post without a rough draft. A rough draft is more than an outline.
Your rough draft should include the following:
Focus on Customer Challenges
If you want to write a technical blog post that deserves the attention of readers, you need to either:
- Reduce customer pain, or
- Increase customer happiness
Early in your blog post, it would be best if you acknowledged the customer’s pain. As you write this section, consider the following types of pain points:
- Process pain points – Focus on the inefficiencies of your customers’ internal processes.
- Financial pain points – Financial pain points are some of the most painful. Generally, C-level decision-makers are the most interested in resolving financial challenges. Show your prospects why they are spending too much money on their current solution.
- Productivity pain points – Outline the ways customers fail to streamline their operations. Explain how redundancy and friction decrease productivity.
Show Your Research About Customer Challenges
Your technical blog post should show research. Even though you are experts in your industry, you need to show more than your opinion. Include industry research and current industry trends to support your argument.
An outstanding blog post should include any of the following:
- Original research
- Quotes by industry leaders
- References to studies
It would be best if you showed your research for several reasons:
- Anecdotes have zero credibility.
- Cold hard data will help you make your point.
- It’s hard to argue with facts.
Present the Ideal Solution
In the first part of your blog post, you presented the customer’s challenges. Now, it is time to talk about the “ideal solution.” Remember to educate here, not sell. Your blog post should be education. It should never read like a sales pitch.
In this section, you should link each challenge with the ideal solution. Resist the urge to talk about your product. In this section, you are focusing on what the solution should be.
Present Your Solution
Explain “why” your solution is the “ideal” solution. Make a case for your solution to customer pain points. Outline the challenges customers face and show why “your” solution is the best solution on the market today.
Call to Action
No technical blog post is complete without a call to action. The call to action is your invitation for your readers to take the next step. In this blog post, I encourage my readers to contact me to write their next blog post. A call to action doesn’t have to be a fancy button, but it can be. The call to action on your blog post could be as simple as a couple of well-written lines at the bottom of the page.