Cloud computing delivers IT resources in a fast, cost-effective way. Yet, for businesses to truly benefit from this delivery system, content marketers need to regularly educate clients about the advantages cloud computing offers.
This is challenging since marketing content on cloud computing can be confusing for potential clients, keeping qualified leads from converting. To prevent this, let’s take a closer look at how content marketing works in cloud computing and how to avoid common missteps in content creation.
Understanding Content Marketing in Cloud Computing
Cloud computing providers want to encourage companies to adopt cloud solutions into their business practices. Effective marketing content shows that by storing information in a cloud-hosted server, businesses can enjoy the following selling points:
- Better cost savings
- Improved security
- Faster access to company data via mobile devices
- Better collaboration through information sharing
Educating companies about these benefits motivates more businesses to invest in cloud computing. According to the Google Cloud Brand Pulse Survey Q4 2022, 41.4% of global tech leaders have plans to further their cloud-based service and product investments. Content marketing will play a vital role in furthering this movement.
Common Mistakes in Content Marketing for Cloud Computing Providers
Unfortunately, marketers continue making common mistakes when creating content for cloud computing clients. Knowing what mistakes to avoid when creating content for cloud computing providers is vital for maintaining healthy relationships with these future customers.
Mistake 1: Technical Jargon Overload
Does seeing cloud computing terms like “IaaS” and “IoT” make your head spin when you see them pop up in blog posts? You’re not alone. Content marketers who focus on the features of cloud computing tend to overload their content with technical jargon, much to the dismay of clients trying to decipher the terms.
Why It’s Detrimental
The more you confuse your customers, the less they will see the benefits of cloud solutions. Overly technical jargon keeps clients from understanding how cloud computing can solve their problems. They may choose not to invest in cloud computing — or turn to a competitor with more easy-to-understand content.
How to Avoid It
Simplify the language in your content. Focus on sharing the benefits of adopting cloud computing into business practices instead of concentrating on product features. For instance, offer case studies of other companies that experienced a good return on investment (ROI) by using your client’s cloud solutions.
Mistake 2: Lack of Educational Content
Content creation includes publishing e-books, guides, tutorials, and webinars to explain the concepts and practical applications of products and services to customers. However, many content marketers only promote their products through sales-related content instead of educational content.
Why It’s Detrimental
Failing to share a cloud provider’s best practices and insights into industry trends prevents marketers from:
- Establishing providers as thought leaders in the cloud computing industry
- Building trust by educating clients on how to solve problems with cloud computing
- Differentiating themselves from competitors who do not offer educational content
According to Zippia, 94% of enterprises use cloud services. However, not all these enterprises know how to use cloud computing to its full potential. By not offering educational content, marketers miss the chance to turn providers into the go-to source for answers in the cloud computing industry and attract more clients.
How to Avoid It
Spend time learning what questions enterprises have about cloud computing. Then, develop a range of educational resources geared at providing answers and applicable solutions. Offer this content through blog posts, videos, and podcasts to meet clients wherever they are. Over time, this increases a cloud computing provider’s brand visibility, organic traffic, and qualified leads.
Mistake 3: Neglecting Visual Elements
Visual representations like charts and diagrams help simplify complex ideas. Readers can grasp difficult concepts and consume content faster when referring to visual elements. However, not all marketers illustrate their content with visual elements.
Why It’s Detrimental
Cloud computing is a complex subject. Explaining it only through large blocks of text overwhelms readers. This leads to high bounce rates and low shareability from readers who would prefer to see complex topics explained through simple visual representations.
How to Avoid It
Incorporating infographics, charts, and other visual elements into the text makes cloud computing content easier to comprehend and digest. Readers who grasp complex ideas quicker will be more likely to share the content with others. This increases the cloud computing provider’s online visibility, improving brand awareness.
Case Studies: The Consequences of Content Marketing Mistakes and the Benefits of Avoiding Them
Acknowledging cloud computing content marketing mistakes allows marketers to sidestep potential minefields and position providers as leaders in the industry. The following case studies illustrate this.
Case Study 1: Amazon Web Services
Amazon Web Services (AWS) is a cloud service provided by Amazon that offers infrastructure technologies like storage and databases along with emerging technologies like artificial intelligence. While this makes its cloud services more cost-effective for companies, the number of features intimidates new customers.
To familiarize clients with AWS features, Amazon’s content marketers created a free library of digital training courses. This content explains complex topics such as the Internet of Things and machine learning algorithms to the uninitiated. Users can take courses designed specifically for cloud practitioners, developers, or solutions architects. They can also take courses that focus on solutions, such as advanced networking, data analytics, or security.
Not only does this library provide educational content that establishes Amazon as a useful source of cloud computing information, but it also helps market Amazon’s specific cloud services. Users who find the free content useful can pay for in-person classes, allowing its content to promote additional Amazon products and services.
Case Study 2: Airtable
Tech and SaaS industry company Airtable is a cloud collaboration platform that offers multiple resources on its website for using its platform. It organizes its content in sections that share customer stories, industry news, and educational materials. The content is categorized to target different audiences, making it easy for visitors to find the resources they need, increasing time spent on the site, and decreasing bounce rate.
Although Airtable provides technical content for developers, it also offers step-by-step guides and tutorials for more laymen audiences. Other content includes customer stories and case studies that reveal how its platform helped different companies overcome challenges.
All this helps Airtable reach multiple target audiences and provide easily-digestible content for a variety of potential clients.
Conclusion: Embracing Learning from Mistakes in Content Marketing
Learning from cloud computing content marketing mistakes enables marketers to provide understandable content that educates readers about complex concepts. By following the tactics of successful cloud providers, content writers can avoid errors that could cost companies valuable clients.
Working with ClearVoice’s freelance software and technology writers grants cloud providers access to a team of vetted freelancers who know how to sidestep common marketing mistakes. Get started with ClearVoice today and find the writers you need to make you a thought leader in the cloud computing industry.