From decades, technical documentation remained as content that is accessible to customers after product purchase. On the other hand, marketing content is available to customers right from product pre launch phase to ready to go live.
However, over the years this tradition is changing. Technical documentation is becoming the key content that customers are referring to prior purchasing of product.
The trend of technical document in the form of PDF type and with restricted access is changing. Technical materials are available now in HTML form and also on all platforms for ease of access.
From the content marketing view, customers are no more relying on marketing materials before pre-purchase but are more interested to check out the product technical documentation.
How technical content serves as marketing weapon?
- Great technical documentation reflects quality of your company’s technical support. If the documentation is good, then customer experience is most likely to be positive. This encourages customer to purchase the product.
- Technical documentation seems more trust able by customers than marketing materials, often as a result of over-promising marketing messages. On the other hand, technical documentation is straight forward and contains information about how to setup and how it works.
- Customers are using documentation to do their primary research about the product before purchase. Documentation is becoming the critical aspect of pre purchase research.
- Documentation includes details of warnings, legal disclaimers that gives customers insight about how the product fits in for their business, view about complexity, scalability, and how company provides support services to them.
- When your focus is on delivering technical content that address customer’s needs, pain points, and how the product adds value to their business, it is more likely that customers are interested in buying your product. Ideally, technical content is getting customers to buy the product, thus serving as a marketing weapon.