The world of B2B is often highly technical. Many brands exist in a sea of specialist jargon and never-ending acronyms. All too often, they struggle to make the bridge between the technical details and the things that really matter to customers. And just as often, the technical writing service provider they partner with either understands the tech but fails to turn it into compelling copy or can turn a neat phrase but just doesn’t get it on the technical side.
We turn the technical into valuable, compelling B2B content
Great technical writing creates clarity, helping buyers at all levels of sophistication get to grips with complex subjects such as advanced software, specialist engineering and unique production processes. It delivers significant value and adds to the customer experience.
The ability to explain advanced concepts in real-world terms is critical to effective technical writing. We take perplexing technical ideas and turn them into buyer-friendly content. Importantly, this isn’t about dumbing down. It’s about explaining complexity in a way that customers can understand and apply to their own context and challenges.
What is technical writing anyway?
Technical writing encompasses all documentation of complex technical processes. It can include in-depth reports, how-to guides, explainer content, comparison material – in fact, any time technical information is conveyed, it is, by definition, technical writing.
Traditionally, technical writing has been bound up with never-ending whitepapers and impenetrable user guides – the kind of content that only the author really understands (and only a handful of people are prepared to spend time slogging through).
Today, the job of the technical writer has changed.
Focusing on the reader
No one has time to waste working out what you are trying to tell them. Customers expect to be able to understand what you do and, more importantly, what it will do for them, fast. If not, they’ll simply go elsewhere.
In B2B marketing, educational content is some of the most valuable material you’ll ever produce. Customers look to it to help them make progress on the things that really matter to them and their businesses. Prospects will often use it to get a better idea of what it will be like to be a customer – will you be easy to work with and focused on their needs or stuck inside your own systems and indecipherable jargon?
Today’s buyers also expect technical information to be presented in well-designed, easy-to-navigate formats. They want to be able to scan documentation to quickly get the details they need. They want to see user-friendly diagrams and schematics that make sense of complex processes. Increasingly, they want greater interactivity that enables them to easily navigate content, assess their individual needs and get tailored advice on their specific challenges.
Our approach to technical communication
Put simply, there is virtually no level of technical complexity that we find scary, offputting or dull. Our technical writers have written about everything from model-based AI and public key infrastructure to the intricacies of metal injection moulding and multi-camera streaming video production.
In truth, we love this stuff.
We are used to interviewing technical experts to get under the skin of how things work and what makes them unique. Because we have a foot in both the technical and customer camps, we can translate features into benefits and benefits into a compelling reason to buy, implement and continue to use any specific product.
A full range of technical writing services
We are comfortable producing a wide range of technical content types and formats including:
Whitepapers explaining core concepts and technologies
Explainer videos to help customers understand complex technologies
Website content of all types and all levels of complexity
Online tools and product selectors
User manuals to help onboard customers fast and accelerate their time-to-value
Sales proposals and frameworks
Blog articles and ghost-written content for subject matter experts
Maturity indexes and associated guides
Workbooks and how-to content to translate customer challenges into technical solutions
Educational mini-courses for customers and prospects
Case studies showing how products are used in the real world
Product marketing material that showcases real-world value (not impenetrable acronyms)
In-depth research reports and studies
Why use Considered for your technical content?
Today, technical writing is a critical part of effective B2B marketing. So it pays to do it right. By working with Considered, you’ll get:
A team with in-depth understanding across a wide range of industries – from technology to manufacturing to professional services – and an innate curiosity about all things technical
A simplified and streamlined technical content creation process that removes much of the hassle from producing world-class technical content
A focus on turning technical information into compelling content that accelerates adoption and removes friction from long sales cycles
Let’s talk
Want to know more? Email us at hello@consideredcontent.com and we’ll arrange a time to talk. Speak to you soon.
