Make your B2B tech business stand out with tailored communications

by | May 20, 2024 | B2B PR Blog, Communication Strategy, Content Creation, Messaging development

The power of engagement: Crafting content that resonates with a tech audience

In an era dominated by rapid technological advancements where machine learning, artificial intelligence (AI), and Industry 4.0 are pivotal forces shaping industries, the challenge for tech businesses isn’t just keeping up—it’s standing out. The opportunity to engage meaningfully with your audience has never been more crucial, or more complex.

The key to capturing your audience’s attention lies in delivering content that not only informs but inspires. Content that cuts through the digital noise with clarity and provides tangible value is what will set your tech business apart. This goes beyond just talking about your product or service; it’s about creating a narrative that resonates with the ambitions, fears, and values of your audience.

Understand your tech audience – a persona-based approach

Defining and understanding your target audience is fundamental. This might seem glaringly obvious, but it can often be missed. Writing content for an audience that is ill-defined or not fully understood means your content will fall at the first hurdle. Readers will not feel engaged, and the information may feel irrelevant to them if it doesn’t marry up to who they are from the outset – in fact, I guarantee they won’t even get past the opening paragraph!

Building target personas for your different audience types helps you to better understand each group and engage with them on a meaningful level. It’s important to note that different verticals and different personas experience different pain points and aspirations. Content tailored to these unique pain points and aspirations—not generic narratives—will capture their attention and earn their trust.


With Insurtech client Concirrus, they needed to capture the hearts and minds of c-suite level stakeholders in the established marine insurance community. Our first activity was to better understand their audience, who their target personas were, what were their fears and desires and how could we best address them? Once that was clearly defined, the content could follow.

Address pain points with precision and empathy

Understanding the nuances of your audience’s role and the external pressures they face enables you to craft content that speaks directly to their needs. What keeps an operations manager up at night, such as whether there is enough resource to meet a project need for example, may be very different to a finance director who prioritises budget and cost efficiencies. Understanding your audience is key to creating compelling content. Having a better comprehension of their position, the challenges in their role and the potential pressure from external sources gives you an insight into what they are looking to address through a new technology roll-out.

Case studies and insights that detail how technology solutions have streamlined operations, optimised resources, and driven growth for similar roles in the tech industry. This approach not only showcases your understanding, but also demonstrates your capability to address these challenges effectively.

For Concirrus, this was the creation and launch of a whitepaper delivering hard-hitting insights for the marine insurance sector, propelling Concirrus into a leadership position and gaining credibility in a market where they historically had limited traction. The whitepaper tactic enabled Concirrus’ senior team to collaborate with key industry spokespeople and embark on a series of one-to-one media briefings, which further enhanced their profile within the industry.

The power of storytelling in tech

Anyone can wax lyrical about how great their business, product or service is, but engaging storytelling transcends product features or services—it connects with the audience on an emotional level, demonstrating how your solutions align with their ambitions and alleviate their fears.

Incorporate data-driven stories that highlight industry trends, offering a clear narrative on how your tech solutions are pivotal in navigating these trends. Visual elements like infographics and charts can help break down complex data, making your content more engaging and easier to understand for decision-makers.

Professionals are constantly seeking information that adds value to their work. Providing them with relevant content that addresses their pain points, offers solutions, and keeps them informed about industry trends, positions you and your organisation as experts who can provide consultative advice and valuable insight.

Offering insight into the market, providing statistics to underline a shift in behaviours or digital adoption, or publishing whitepapers that offer a deep dive into a very specific part of the industry are all valuable pieces of content that can inform your target audience, make their role easier and build trust.

In our recent article about mastering a customer-centric content strategy, guest author Dave Ruane, writes: “It was when we adopted the Brilliant Ideas Bank methodology from EC-PR, that the light started to dawn. Why? Because it solved an ongoing dilemma we were struggling with – what content to write next. More importantly, how do we ensure that the content resonates with every persona and addresses the stage they are at in their unique customer journey?” Read more.

Distribution channels for each stage of the buying cycle

In a melting pot of content, making each piece count is critical. With the volume of content readily available, it can be hard to build that connection with your audience.

This means crafting content that is not only informative and insightful, but also concise and compelling. Avoid jargon and fluff, focusing instead on delivering clear, actionable insights that reflect the depth of your understanding and expertise. Don’t just simply add more noise – lead the conversation with insight and authority.

However, having a strong message is of little value if it’s not seen by your target audience. Understanding where your audience spends their time online is crucial for effective content distribution. Tailor your content distribution strategy to these channels, ensuring your insights reach your audience at the right time and place. In addition, crafting messages that serve a purpose at each stage of the buying cycle provides your target audience with what they need, when they need it.

Engage with purpose – don’t forget a call to action

Conclude your content with a call to action that encourages feedback or interaction—whether it’s a question about industry trends or a challenge they’re facing. This not only fosters a sense of community, but also opens avenues for deeper engagement and discussion, particularly on platforms where your audience is most active.

In crafting content for the tech audience, the goal is not just to inform, but to inspire and engage on a level that resonates deeply with their professional journey. By employing a strategic, persona-based approach and leveraging the power of storytelling, your tech business can distinguish itself as a thought leader and trusted partner in an ever-evolving digital landscape.

EC-PR Guide Pathway B2B - Our 8-Step Communication Strategy Cover

Your 8-Step Communication Strategy Guide

A comprehensive guide to delivering your business goals using intelligent and relevant messaging.


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