B2B Tech Content: The Right Balance of Deep vs. Wide

When a business-serving tech start-up takes that first big communications step—creating content to promote its product or service—it's tempting to prioritize long-form content or social media. But they both serve a purpose.

If your instincts say, “I need to speak directly to the experts and give them every tool they need to make a decision,” then you’re right. You need to go deep. You should create case studies, white papers or at least some web content that wades happily into the weeds.

If, however, your instincts say, “I need to cast as wide a net as possible—get my name out there so people can recognize my brand and find me,” then you’re also right. Jump into the fray via the social media platforms that most effectively generate leads for your sector.

Wade into the weeds with a white paper. (https://unsplash.com/@mihail_ribkin)

But first, put away your instincts entirely. Do some analysis to guide your path. You know, all the usual business-y stuff to analyze your competition, your existing brand, your sales funnel and the barriers that keep prospects from moving through it.

Afterward, pull your instincts back out. Nobody knows your product and vision better than you. But be sure to couple your creative vision with some good research. We can help.

To celebrate our launch as a communications firm, Model Content is holding a party! Join us on Monday, October 10, for a NOLA Tech Week community event. We're hosting a happy hour at another brand new business, Fharmacy Bar and Grill.

Deep and wide can co-exist, to your advantage. (https://unsplash.com/@brinnafair)

In addition to some tasty (free) nibbles from Chef Chien Nguyen's Mid-City comfort kitchen, you'll enjoy exclusive access to our new white paper on combining long-form and shareable content for B2B tech promotion.

In it, you’ll find hard numbers on why you need content, as well as how to chart your brand’s unique course. We look at these issues through the lens of Microsoft, one of the most engaged companies in the tech space, and its professional B2B implementers.

You heard it here first. It's a party, folks. Like our Facebook page to get further details in coming days. See you there!