The so-called Big Data revolution is gaining momentum after languishing as an obscure concept just a few short years ago. And one of the key drivers is imaginative, credible content crafted by the savvier tech brands that are spreading the Big Data word to a broader commercial audience.
Technology executives and marketers have always tried to make their marketing content relevant, readable and actionable. The problem is, the arcane computer-science vocabulary used by so many companies creeps into marketing content – including communications intended for audiences that are not necessarily technical. Yes, you still have to reach those systems administrators and lords of IT. But getting the attention of finance and operations stakeholders is equally important. Not to mention the CEO, the board and the opinion leaders they listen to. It is here where tuning marketing communications based on stakeholder requirements, preferences and biases is essential.
Otherwise, you run the risk of baffling, boring or confusing key purchasers and influencers.
What are you doing to ensure that your technology content, however arcane, is presented in compelling and imaginative business terms for non-technical decision-makers and the media who follow your category? Is your technology story consistently told in business terms?