Most content coming out of technology companies; managed service providers, resellers, distributors, vendors is boring, dry and not consumed.
In order to get your voice heard you need to focus on the people. Why did they buy your solution and why were they interested in your services. It will invariably be because it solved an issue in their business, a pain point. Focus on these points and you will get the attention of customers and prospects.
Build case studies that focus on the challenges and pain points that you customers faced, how you solved these with your value, services and technology.
Build a engaged community of active people that are willing to read, engage and share your valuable content.
Start telling stories!
Tech companies often think their content is too boring to be valuable. And sure, if you blog focuses on technical specs, coding and development, your appeal is likely to be limited. The secret to wider appeal is to tell stories, not sell specs. Don’t talk about how your product does what it does – talk about who it helps. What’s their story?