As a long-time professional writer and marketing consultant, I’ve encountered hundreds of clients who think they can do my job better than I can. But my friends who are information technology professionals never have to deal with that.
Instead, their clients look to their IT firm as experts in an industry they’re happy to admit they know very little about. And that’s why an IT company blog can be such a powerful tool for gaining new clients.
Even though it seems like information technology experts speak a different language, they have knowledge on dynamic, complex topics that form the foundation for systems that are at the very heart of any well-functioning business. Entrepreneurs know that if the computers go down, they’re likely at a standstill.
Yet if you own an IT company, blog posting may be far from your mind. You may be thinking it’s too time-consuming and won’t help your client base. That couldn’t be farther from the truth.
In this guide, I’ll share:
- Reasons to start an IT company blog
- Steps to starting a new blog
- IT blogs that will inspire
- Examples of blog topics for IT companies
- How to promote your IT company blog
- The next step for marketing your IT company
Feel free to skip to a section you’re interested in or keep reading to learn about how starting an IT blog could be the best thing you do for your company.
Reasons to start an IT company blog
Today, there are literally millions of blogs in America —an estimated 31.7 million, in fact. But let’s get one thing out of the way: it’s never too late to start a new blog for your IT firm, and you won’t be competing against any of the others. Your IT blog will be unlike any other because your knowledge base and experience are different from the rest.
Some reasons to start a blog include:
You can present yourself as an expert.
This may be easy for you when your clients are freaking out over something that can be fixed with a simple reboot. But blogs can also help you stand out from your competition in your region. You may know just as much as the next IT pro, but if they’re not sharing engaging information then prospective clients won’t know it.
Content marketing helps with SEO.
Search engine optimization requires a large amount of text, interspersed with keywords, so that Google and other search engines are able to find what your clients are searching for. You won’t rank well unless your website functions well and contains the content people are searching for.
Blogs help you strengthen relationships.
Ever hear of the “Rule of 7?” This is a marketing term that explains that potential customers need to connect with a brand seven times before they’re ready to make a purchase. IT company blogs are a simple way to continue to reach your target audience without constantly trying to sell them your services.
Steps to starting a new blog
Blogging can take time, so start the process by scheduling a planning session. The more you’re able to brainstorm in advance, the easier content marketing will be. To start, follow these steps:
1. Determine your audience
Have you created your brand persona? Understanding what sets your company apart from the others is an important step to determining your ideal customer and, in turn, your target audience. Ask yourself: What makes your company first, better, or different?
Then, envision your perfect client. Drill down to the company size, industries, location, and company values. You’ll want to use your unique voice in your blog that speaks directly to your preferred customer.
2. Pick your platform
Plenty of platforms host blogs these days. You can choose from WordPress, Tumblr, Blogger, Medium, and many others. So take a look around and find the platform that fits your knowledge level and design idea.
3. Create your editorial calendar
So many clients of mine try to skip this step, but it’s the most important! Start with a simple spreadsheet with the following columns:
- First draft due date
- Publication date
It’s crucial that you publish your blog on a regular basis and at least once a month. You also should make sure you’re integrating the right keywords, which you can research using free online tools like Google Keyword Planner.
4. Start writing!
Once you’ve come up with at least 10 blog ideas, there’s nothing left to do but to write. You can work ahead but only publish on your schedule. Consistency is an easy way to gain trust.
IT blogs that will inspire
What are you going to write about? You don’t have to reinvent the wheel. You’re likely already subscribed to some of the best information technology blogs, which are full of ideas your target audience cares about. Here are a few you should check out:
Examples of blog topics for IT companies
While you may be reading these blogs and others like Recode and MIT Technology Review, it’s unlikely that your clients are, too. Feel free to provide your own version of the blog topics, but with two important caveats. Never plagiarize, and always write in a way that a layperson can understand.
Try these IT company blog topics in your own blog:
- Product reviews
- Tips for smart remote working
- International trends
- New SaaS worth integrating
- Steps to maintain tech systems
Not sure what else to write about? Ask your current clients. You may be surprised by what they’d want to learn from you. A simple survey can be sent to your email list as part of your brainstorming process.
How to promote your IT company blog
You may have the best blog, but it won’t do you any good if no one knows about it. Use new blog posts as a way to connect with both current and prospective clients. Do this through:
Posting on your website
Have a dedicated page just for your blog posts.
Social media marketing
Along with posting links to other blogs and vlogs on your social media pages, you should also be providing new content with your blog. Be sure to post updates on your LinkedIn news feed, as well as Twitter and Facebook.
Building an email list can help you directly connect to qualified leads. Informative, educational, and even entertaining blogs give you a reason to send an email. If you haven’t started collecting email addresses from your customers, start now.
The next step for marketing your IT company
If your goal is gaining new clients, content marketing through blogging is an important step. But it’s not the only step. The reality is that it can take a long time to organically improve your search ranking through blogging. In the meantime, integrate other marketing techniques to gain awareness of your brand.
To learn more about IT marketing, check out The Download. This free guide outlines the basics of effective IT digital marketing plans.