Written by the The Melotti Media Team, checked by Christopher Melotti
The Australian IT and digital technology industries have experienced huge changes in recent years:
- Video technologies for remote working
- GPS and Location Tech
- 5G and Virtual Reality (VR)
- Smart homes
- Cloud and SaaS
- Artificial Intelligence (AI)
- Deep fake detection
- Bitcoin and blockchain
With the acceleration of digital migration, digital transformation and AI, forward-thinking tech businesses like yours are now simply expected to keep up with the ever-evolving standards and changing needs of customers and key stakeholders over time.
This means that in order to demonstrate your digital tech credibility, stand out in the market and articulate the value that your digital technology development company offers, you need compelling messaging, original thought leadership content and a unique tech brand image that your clients, audience and stakeholders will resonate with.
That’s where our Digital Tech Copywriting and Marketing for IT Tech Services come in.
Here at Melotti Media, we understand that you operate within a challenging landscape full of complex products and services, growing client demand and intense competition.
That’s why our goal is to help you write IT and digital technology content that is easily comprehensible while also highlighting your expertise in your industry.
To help, we’ve prepared the Ultimate Guide to IT Copywriting, Tech Industry Branding and Digital Tech Content Marketing to ensure you always have the customer-centric and accessible content you need to inform, engage and inspire action from your audience.
Here’s what you’ll find in the Ultimate IT and Digital Tech Marketing Guide
In this guide, we’ll explain everything you need to know about tech product launch marketing, IT content and digital technology copywriting – including the many ways in which you can optimise these elements to generate outstanding results for your IT or tech business.
Below, you will find the topics that we cover in the Ultimate Guide to IT Copywriting, Tech Industry Branding and Content Marketing:
CHAPTERS
IT and digital tech is the fast-growing industry in Australia
In Gartner’s latest report, they expect that IT in Australia will experience a specific growth of 5.8% in 2023. It’s also predicted that IT spending in the country will reach almost $117.7 billion – a substantial increase from $111.2 billion in 2022.
This suggests that the industry remains robust and will continue to pave the way for more investments, jobs and innovative developments in the future. We’re already seeing huge advancements in fintech, cleantech and AI-related niches – and we should only expect this to continue.
As the blockchain, AI, software and digital tech industries in Australia continue to grow and evolve, we will likely see more innovative companies emerge as well – pushing existing boundaries and driving growth and prosperity across the country and beyond.
That being said, tech companies now need to sharpen their marketing to drive demand, create comprehensive content to lead the conversation and focus on quality copywriting to deliver relatable messages to their customers.
Because while the resilience of the tech industry is a good sign for business owners, this also means that there’s a constant increase in the number of digital tech competitors.
Now more than ever, you need to stand out, connect with your potential customers and show them why your business is the ideal choice for their IT or software tech needs.
Here’s how effective copywriting and content marketing can help you to do just that.
Content marketing and branding in the digital tech industry
The AI, blockchain and software tech industry in Australia is largely driven by the creation and sale of new digital products or subscriptions. The demand for such new products is high, especially due to increasing expectations and the ever-evolving requirements of customers.
In response to this demand, marketing efforts must be amplified to create more awareness, boost your digital presence and build a thriving pipeline of customers.
The tech businesses that thrive in today’s competitive digital era are those that see the importance of creating valuable marketing content and that focus on building a strong and recognisable brand that clients understand.
At the core of every thriving tech company is quality content built on well-considered marketing strategies – and given the competitive nature of IT and tech, using marketing to connect with your ideal customers is important. Without it, your customers may never know you exist – or if they do, they may overlook you altogether.
The importance of marketing for IT and digital tech developers
When your customers are looking for digital tech product solutions, they don’t want heavy-duty sales pitches or complex tech advertisements. They want (and need!) relevant information that addresses their pain points and provides them with a real solution.
Both IT and tech product customers are looking for assurance that the new technology, software platform or system they want to purchase from you is going to be an improvement on what they already have – something that will serve them for a long time and add real value to their lives.
As a result, your digital tech customers are constantly keeping up with the latest innovations in the pipeline. This means that with the right digital tech content marketing, you can always provide your audience with new and exciting AI information and blockchain details, as well as key opinion leadership (KOL) content pieces that they won’t get anywhere else.
Let’s talk more about the value of effective marketing in the digital tech and IT industry.
The value of a strong brand message for digital technology companies
Your ideal digital technology customers are always hunting for up-to-date information that will enable them to make the right purchasing decisions when it comes to information systems, automation, AI tech, blockchain tech and more.
That’s why you need to position your digital technology brand at the forefront of the digital transformation industry so that these people can easily find you across all available marketing channels
In order to do this, you need consistent and unique tech product messaging that will resonate with your audience and encourage them to interact with your business.
Here are just some of the key benefits that a strong brand message can provide IT and digital tech providers like you:
Effective brand messaging makes your business more relatable to customers.
Given the digital tech industry as a whole is quite technical, you must find a way to make your business more relatable and relevant to your ideal customers.
Unfortunately, many IT and digital platform businesses lean a little too far towards the technological side and often forget about who their tech innovations are being marketed to.
This is why having a strong tech brand message is crucial.
A strong brand message for your digital tech organisation allows you to focus on specifications and the technical achievements of your products or services while also demonstrating the impact that these digital innovations will have on your potential customers’ everyday lives.
A great tip to get started is to invest in brand storytelling. The ability to tell relatable stories in marketing pieces can bring your audience and your brand closer together – delivering a level of humanity and connection that complex and intimidating tech content pieces simply cannot provide.Digital tech marketing can better position you in your industry.
With several other IT providers and digital developers offering the same services and promising the same benefits, you want to ensure that your marketing messaging is unique so that your potential customers can immediately identify what sets you apart.
Through this kind of digital tech marketing, you can empower your audience to realise that your technology brand is the ideal choice – helping you to move ahead of your tech competitors.Strategic tech industry marketing boosts your credibility.
Given the complex and often confidential nature of the Australian IT and tech industries, it’s vital to position your IT, tech and digital transformation brand as one that your clients can trust.
Having a strong digital brand message that reflects your commitment to protecting their best interests will enable you to connect on a more emotional level with your target audience. Using powerful brand statements, you can also highlight your business’ excellence in delivering top-notch digital products and impeccable technology support services.
For more information on the benefits of branding for your IT or tech company, check out How Polished and Personalised Branding Can Boost Your Business.
The value of content marketing for IT and tech companies
Do you know where your customers typically come from?
Most digital tech customers today will perform their due diligence online before reaching out to an expert (like you) for more information. Even personal referrals from existing customers will still do some research before contacting you.
As such, you want to ensure that when a potential customer is searching for VR, blockchain apps, digital automation, IT or tech services online, they will:
- find you in their digital technology search results
- understand your digital tech development services
- see that you are a reliable, credible brand that can address their IT or digital tech concerns
- read your digital tech marketing content and understand that your business is the ideal choice to solve their pain points and help them reach their goals
You might be wondering, though, if sharing all your specialist knowledge online is the smartest idea.
“Is that not giving away my IP for free? Will there be any need to contact me if I give them all the information they need online?”
While this may be a valid concern, it’s not one that you need to worry yourself with.
See, the more digital tech marketing content that you post online (videos, articles, podcasts, etc.), the more opportunities you provide for your audience and potential customers to understand the value, experience and expertise that you can offer them. This, in turn, will encourage them to engage with you over any of the other companies they may come across.
To help explain this further, here are the 3 reasons why you should be providing engaging and informative content online in your digital tech space:
Content marketing helps raise brand awareness and relevancy.
By sharing IT and digital technology content regularly, you can increase brand awareness and relevancy, as well as reach more people who are not yet familiar with your brand or services.
This also helps you to connect with your ideal digital tech audience and showcase the value that you offer and the many ways that your products and services can positively impact their lives.Effective content marketing guides your clients throughout their customer journey.
Addressing each touchpoint of your customer journey empowers you to take mere strangers and nurture them until they become leads, then customers, and eventually, advocates of your brand.
With the right marketing content, you can also provide a more tailored experience for each type of software platform client. This allows you to demonstrate to every individual digital tech customer just how valuable your services are to their unique situation.Engaging content enables your customers to learn more about your brand and what you’re up to.
We’ve already discussed using branding to make your business more relatable and accessible to your customers.
To build on that, you can also publish digital transformation content that enables your clients to view you as more than just a business. For example, you could share information about your IT brand’s culture to help customers appreciate and connect with the people behind your platform products and support services.
Remember: the more trustworthy you seem, the more encouraged your customers will feel to connect with you.
For more information about content marketing, check out 10 Content Marketing Trends to Embrace.
How can you create strong digital technology content and IT brand messaging for your tech company?
Simple – with quality IT Copywriting and Tech Copywriting, of course!
By seeking the help of trusted digital tech copywriters like us with extensive marketing expertise, your business can benefit from carefully researched content and well-executed content marketing strategies that address your customers’ pain points and increase conversions for your business.
- From tech-related blogs and articles
- professionally written and client-focused emails and newsletters
- quality digital tech advertising copywriting
- digital tech explainer videos and podcasts that pique customer interest
- IT case studies that showcase your credibility
- Digital technology testimonials to build trust
- all the way through to digital tech business website copy
- IT award submissions and digital product press releases
You can have complete confidence that here at Melotti Media, we’ve got your digital tech content needs covered.
But what about your overall digital tech brand messaging?
As well as producing and delivering content, you also need a consistent tone of voice and clear tech brand messaging that ensures you and your team are always on the same page.
At Melotti Media, we provide core brand messaging development services that you can use to ensure consistency across all your digital tech product marketing.
With a core brand messaging document, you can clearly communicate your value, simplify the complexities of your digital tech product and bring your brand closer to the people who matter the most: your customers.
What does a core brand messaging document do?
A core brand messaging document serves as a complete messaging framework for your wording, brand messaging and communication style. It serves as your language guide for all your digital technology marketing collateral across all of your channels.
Check out some of the clients that have used our core brand messaging development services:
We’ve made a huge difference to these digital tech transformation companies – and you could be next!
We’ve provided IT and tech product copywriting services to several Australian brands, and we are proud to say that they have all been thrilled with their results.
Check out how we worked with these phenomenal brands here.
Ready to make your IT or tech company stand out?
Now that you have a complete understanding of the importance of brand messaging and content marketing for the IT and digital tech sectors, it’s time to turn what you’ve learned into action.
To help your IT or tech business stand out, you need a reliable IT copywriting partner who can fully understand your brand and your audience, as well as the most recent trends in the digital tech market that will help to keep you at the forefront of your niche.
How can Melotti Media help your IT or tech business?
We understand that you want to achieve business success through digital technology brand messaging, content marketing planning and strategy.
Yet, you may be time-poor and spread thin, or you still have a lot of unanswered questions.
You don’t need to worry!
At Melotti Media, we can assist with all your digital copywriting and IT content marketing needs while you focus on what matters most to you – growing your business.
Let’s start earning the results your business deserves!
To speak to your trusted message marketers and copywriters, email us at enquire@melottimedia.com.au or phone 1800 663 342.
We can sharpen your words to achieve your goals today!
The Melotti Media Team
Melotti Media | Copywriting & Message Marketing Bureau
www.melottimedia.com.au
