Technical content is the backbone of industrial marketing. Engineers, procurement managers, and technical decision-makers rely on in-depth content to evaluate suppliers and make purchasing decisions. But creating technical content that actually converts requires a specific approach.
Why Technical Content Matters
Industrial buyers spend an average of 67% of their buying journey researching online before contacting a supplier. The quality of your technical content directly impacts whether you make it onto their shortlist.
Great technical content:
- Establishes your expertise and credibility
- Answers questions buyers have at each stage
- Differentiates you from competitors
- Generates qualified leads through gated downloads
- Supports sales conversations with educational materials
Types of Technical Content That Work
White Papers
White papers are the gold standard for industrial thought leadership. They provide in-depth exploration of technical topics, challenges, or solutions.
Effective white paper topics:
- Technology comparisons and evaluations
- Industry challenges and solutions
- Best practices and implementation guides
- Research findings and data analysis
White paper best practices:
- Length: 2,500-5,000 words with visuals
- Include original data or research when possible
- Balance technical depth with accessibility
- Always include actionable takeaways
Case Studies
Nothing builds credibility like proof that your solutions work. Case studies show real-world results and help buyers envision similar outcomes.
Case study structure:
- Challenge: What problem did the customer face?
- Solution: How did you solve it?
- Results: What measurable outcomes were achieved?
Tips for compelling case studies:
- Include specific, quantified results
- Tell the story from the customer's perspective
- Use quotes from real people
- Include relevant technical details
- Make the customer the hero, not you
Technical Guides and How-To Content
Educational content that helps buyers solve problems positions you as a trusted resource.
Effective technical guide topics:
- Product selection guides
- Installation and implementation how-tos
- Troubleshooting and maintenance guides
- Specification and sizing calculators
Application Notes
Application notes show how your products or services solve specific problems in particular industries or use cases.
Application note structure:
- Application overview and challenges
- Solution approach and product selection
- Technical specifications and configuration
- Results and benefits achieved
Writing for Technical Audiences
Know Your Reader
Industrial content often needs to serve multiple audiences:
- Engineers: Want technical depth and specifications
- Procurement: Care about reliability, compliance, and total cost
- Management: Focus on ROI, risk, and strategic value
Structure your content to address all three, with clear sections and executive summaries.
Lead with Value
Technical buyers are busy. Get to the point:
Don't write: "In today's fast-paced industrial environment, companies face increasing pressure to improve efficiency while maintaining quality standards..."
Do write: "This guide shows how to reduce pump maintenance costs by 40% using predictive monitoring. You'll learn the three warning signs that predict failure and how to implement a monitoring system."
Use Specifics, Not Generalities
Technical buyers distrust vague claims. Be specific:
Weak: "Our pumps offer superior performance" Strong: "Our CP-500 pumps deliver 500 GPM at 150 PSI with 85% efficiency"
Weak: "Customers see significant cost savings" Strong: "Customers typically reduce maintenance costs by 35-45% in the first year"
Include Supporting Data
Technical content should be backed by evidence:
- Test results and performance data
- Customer results and case studies
- Industry research and statistics
- Certifications and compliance documentation
Make It Scannable
Engineers often scan content looking for specific information:
- Use descriptive headings and subheadings
- Include bulleted lists for specifications
- Add tables for comparisons
- Pull out key statistics in callout boxes
- Include a table of contents for longer pieces
Content That Converts
Strategic Gating
Not all content should be gated. Use this framework:
Gate (require contact info):
- White papers and research reports
- Detailed comparison guides
- ROI calculators and tools
- Webinar recordings
Keep open (for SEO and accessibility):
- Blog posts and articles
- Basic product information
- General how-to content
- Company and overview information
Conversion-Optimized Landing Pages
Your landing pages matter as much as the content:
- Clear, specific headline about what they'll learn
- Bullet points highlighting key takeaways
- Preview of the content (table of contents, excerpt)
- Simple form with minimum required fields
- Trust indicators (logos, testimonials, certifications)
Follow-Up Strategy
Content downloads are the beginning, not the end:
- Immediate: Thank you email with download link
- Day 2-3: Related content recommendation
- Week 1: Invitation to relevant webinar or event
- Week 2-3: Case study showing results
- Week 4: Personal outreach from sales (for high-value prospects)
Measuring Content Performance
Track metrics at each stage:
Awareness: Traffic, social shares, backlinks Engagement: Time on page, scroll depth, downloads Conversion: Form submissions, download rates Pipeline: Leads generated, opportunities influenced, revenue attributed
Getting Started
- Audit existing content for gaps and opportunities
- Interview sales about questions they hear most often
- Research competitors to identify differentiation opportunities
- Create an editorial calendar aligned with buying stages
- Establish a review process with technical subject matter experts
- Measure and iterate based on performance data
Great technical content isn't created overnight. But companies that invest in it consistently build the kind of thought leadership that turns prospects into customers.
Sarah Mitchell is the Chief Strategy Officer at Acme Marketing, leading content strategy for industrial and manufacturing clients.