Is your company developing technologies to fight climate change or purify water and air to healthy standards? Do you have the answer to our sustainable energy needs? Perhaps you’re working to clean up our oceans, design and construct more energy-efficient buildings, manufacture non-polluting vehicles for land, air and ocean transport, or ensure your products are designed for reuse and recycling.
Whatever your cleantech field of endeavor, you’re undertaking groundbreaking work to create a green and sustainable future. You’re a true pioneer in the cleantech industry. But one of your biggest challenges is getting the word out. The best technology in the world is useless if no one knows about it. This is where content marketing plays a vital role in gaining visibility and growing your cleantech business…
Michael Brenner of Content Marketing defines content marketing as “the process of consistently publishing relevant content that audiences want to consume in order to reach, engage, and convert new customers.” What’s remarkable is that it can generate 3X the leads as outbound marketing, 6X the conversion rates and boost web traffic by over 7X, per statistics gathered by Semrush and Marketing Insider Group. No small wonder then that 84 percent of a group of over 1,500 B2B and B2C companies surveyed stated they employ a content marketing strategy.
Why would any clean technology business owner do otherwise? Perhaps because it’s easier said than done. It’s a great deal of work to develop the body of relevant and useful content (certainly more than you presently have) to help you grow your cleantech business by leaps and bounds. Who’s going to do all the research and writing? Will it be you? Perhaps your sales manager will step up and take it on – kidding...
There’s a (much) better option available, and that’s to engage the services of a professional cleantech copywriter to help you build your business one white paper, case study and placed article at a time. And here are nine sound reasons why this makes sense…
1. You’ll have more time to focus your unique skills on growing your cleantech business.
You’re already busy with a thousand different tasks. You know your efforts are better spent creating the magic you’re known for, not struggling with the nuances of writing. Cleantech copywriting is what a cleantech copywriter does exclusively. Leverage their skillset as you do with others on your team to compound results.
2. Being too close to your cleantech product and service can hurt your content writing.
It’s a challenge to remain objective and clear-eyed when you can recite the smallest details of your value proposition and why your prospect needs what you offer. They probably won’t view your cleantech company or your products and services that way. If you can’t bridge this knowledge gap with them, the disconnect will impair interest, kill action and generate no sale.
With your insider knowledge, you may fall victim to writing over your readers’ heads. Too much jargon and assumed knowledge can be off-putting to your prospects.
You may take for granted and overlook emphasizing a feature or a benefit that to you may seem obvious, but your prospects would find super interesting.
A clean technology copywriter who is one step removed from your business but understands the industry can help you overcome these issues. They’re trained to tease out important considerations you may otherwise miss and ensure the message lands for the reader.
3. Your content will be relevant and persuasive.
Not every prospect will connect how your cleantech products and services relate to their challenges and why they should listen to you. Your task is to educate them about the benefits you offer to solve their problems, so they willingly step along the path to becoming your customer. But sloppy writing will trip up the process, and they’ll move on. A skilled cleantech copywriter knows how to write to move a prospect through your sales funnel, using:
Concise, targeted copy that flows and is easy to digest
Great headlines to attract attention
Sub-headings and bullet points to make scanning for the significant ideas easy
A firm understanding of your prospects’ pain points
The language that spells out the benefits your readers can expect to receive by using your product or service
Techniques that add zip and pique interest with even the most boring or mundane topics
Clear and compelling calls to action.
4. Your cleantech company will enjoy superior results.
Just as you lean on a lawyer to navigate your legal matters or a plumber to repair your leaking hot water tank, rely on a professional clean technology copywriter to deliver the value you seek from your content aspirations. They can help you pinpoint the needs and interests of your target audiences and then write compelling copy that addresses those issues.
5. Two heads are better than one.
An industry-specific cleantech copywriter will have years of experience in your field of business. They have gained technical expertise that directly or peripherally enhances their understanding of your prospective customers’ needs and the value you offer – critical aspects for guiding and delivering compelling copy with minimal onboarding effort on your part. Plus, they can provide valuable insights, ideas and advice to write persuasive marketing collateral you’ll use daily to grow your business.
6. Whichever copywriting format works best, you’ll be covered.
Need to wow your prospects, so they are compelled to contact you for more information?
Website content highlighting how your cleantech company is making a real difference in the world will pique your prospects’ curiosity and leave them wanting to know more about your value. Expect such results by using a qualified cleantech copywriter.
Want to educate your prospects and establish a high level of credibility and authority about what your company represents in their minds?
A quality copywriter will do the research relevant to your cleantech industry and write a white paper that your prospects will clamor for.
Wish to inform your target audiences about how your clean technologies and services solved a customer’s long-standing problem?
A case study that reveals how your product and services positively impacted your customer, industry and the environment, written by an experienced cleantech copywriter, will offer more proof that you’re the cleantech company to contact.
Whether you’re best served using placed articles, sales letters, brochures, video scripts, email campaigns, ad copy, blog posts or PowerPoint narratives, an experienced cleantech copywriter can assist you with many or all of these formats.
7. Develop and maintain a consistent corporate voice and brand while bolstering your authority in your clean technology industry.
A copywriter may write the words, but they will capture and convey your message, branding, authentic voice and belief in the power of clean technology to support your mission of making the world a better place.
8. You and your company’s reputation will shine.
Content riddled with grammatical mistakes and clunky writing style hurts your reputation as a legitimate green company doing great things for this world. A skilled cleantech copywriter will alleviate such concerns. Plus, they will provide excellent editing skills to ensure the marketing, educational and technical collateral you now use are consistent and authentic to your brand.
9. Produce just the content you need when you need it.
Unless you already have a copywriter or three on staff, contracting with a freelance cleantech copywriter saves you the costs, hassle and ongoing overhead arising from searching for and hiring, onboarding and managing another employee. Using copywriting-as-a-service is often the best choice for your cleantech company.
In the highly innovative and competitive cleantech business environment you work within, your success depends as much on paying attention to the message you present to your market as you do your clean technology. Because words matter, drafting the services of a quality copywriter who understands cleantech will measurably boost your company’s opportunities to win.