If lame marketing content is such a serious disadvantage why is there so much of it on so many high-tech websites? No early-stage company thinks of itself as a sub-par marketer.  But this is what’s conveyed by many high-tech websites with vague or overblown claims and unclear messages indistinguishable from the competition.

And it makes no difference if it’s a mature brand or an upstart in an established category or an early-stage outfit struggling to establish leadership in a new one. In each case, content that clearly communicates who you are and why you’re significant does three things, all of them good:

  • It sets you apart from those who are less articulate and creates an air of accessibility.
  • It facilitates understanding of your industry, especially a new one.
  • In a new space it cements your standing as a leading exponent of the “new, new thing” whatever that happens to be.  Industry watchers and sales prospects will naturally gravitate towards you.

We were again reminded of the dearth of writing that sells in this post by New York Times best-selling author Dave Kerpen ( Likeable Business and Likeable Social Media). Self-evident and relevant as his principles may be, especially to B2B brands in technology, they are no less elusive. Clear and compelling written content will positively differentiate your messages and give you a leg up. People who write well are taken seriously more readily, he says.  Likewise for young companies striving to seriously impress prospects and opinion leaders.

In mercurial marketplaces, expressing your brand with precision and speed can represent a key competitive advantage — but only for those marketers who can see the writing on the wall. What’s your written content saying about you?

When he’s not ranting on this site, Stan DeVaughn can be found holding forth on The Write Stuff, the blog of Write Angle, Silicon Valley’s premiere content creation and writing agency for I.T. and other technology categories.

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