Bridging a language barrier between tech and marketing: Converting product demos into marketing assets

In Content Strategy, Marketing Strategy by admin

One of the great challenges that B2B tech companies face in the marketplace is their ability to create marketing content from a young and energetic marketing team… that truly resonates with their tech-savvy clients and prospects.

While product marketing teams are trained to create assets that promote features and high level functionality along with brand content on social channels, a gap exists that creates a language barrier between tech companies and their prospects. The reason for this is that traditional marketers often struggle to truly speak the technical language that tech companies’ clients and prospects speak in their everyday working lives.

Marketing teams often do a great job of identifying customer personas, offering a high level understanding of their customers general characteristics, but until a marketer has walked in the shoes of a person who lives and breathes the technology that they use every day, and truly understands the language that they speak, the opportunity to truly connect will be lost.

Tech users/clients are a special breed.

Building personas alone will not always enable a brand to connect with their tech audience.

While the common consumer of B2B goods are influenced by modern marketing tactics – social reels, facebook ads, and email newsletters… This approach often fails to connect properly with tech professionals without properly understanding how to create content that really connects. 

Once marketers learn to speak the language of B2B tech consumers, that’s when a marketing budget is effectively utilized. 

If only our product engineers were wired for marketing, too…

The good news is that product engineers can create a foundation for your marketing content.

Tech companies are constantly building product demos for their users. Typically, these are screen recordings that walk users through a sequence of product features and version updates produced by a company’s top engineer. These demos are filled with valuable information, and are a gold mine of marketing nuggets that can and should be distributed across almost every marketing channel in our usual distribution. Even the monotone narration from an engineer can be repurposed into social content with a more strategic look at utilizing our regular production of product demo content. They key is finding the proud moments within any product demo and clipping them to produce consumable short-form video and social content. Adding high-energy branded intros/outros to these clips bring to life these short segments.

To take it a step further, enabling a recording environment with professional-grade audio/visual equipment will help to elevate the viewing experience, and you’ll instantly stand apart from your competitors. The goal in your product demo production should be to get the quality to a level that’s “just good enough” for a post production team to fine-tune into professional quality assets.

Product demos can also be transcribed and used to create highly optimized blog content. Typical blog posts tend to run at about 1500-2000 words in count. We recommend writing a short 300 word intro, and then post your product demo transcription into the body. This alone can bring your word count to up to 20,000 highly searchable words or more that are a delightful crawl for google’s search engine. With the right header, an anchor menu that drives your readers quickly to key takeaways, and sprinkle in some short videos from the demo itself, then you’ve got a robust post with plenty of link juice and done at a fraction of the time and cost of a traditional blog post.

And if you think it all ends here, think again.

Once your writers have called out the key takeaways, it’s now only a matter of listing them out, pulling some quotes, grabbing some screenshots, and sending it off to an illustrator to build out a demo infographic – a short visual snapshot of your product’s key features.

Done right, a single product demo that your engineer produced for your users can also produce up to 18 branded marketing assets:

  • 1 blog post
  • 1 long form video
  • 5 short 2-4 minute clips (YouTube playlist content)
  • 5 15-30 second social reels
  • 1 infographic
  • 5 social stills

So before you create your next product demo, think ahead about how you can better leverage your time recording to feed your marketing content engine.