As a technology copywriter in Finland, I’ve seen technology from Grammarly to ChatGPT drastically change the role of a copywriter in a few short years. But it’s not just technology copywriting that’s changed. The entire technology sector has changed, too.
In Finland, the number of people working for tech companies increased by 13,000 people in 2022 from 2021. By December 2022, around 338,000 people worked in the Finnish technology sector.
With such a large rise in technology companies, more and more copywriters find themselves moving into technology copywriting. Still, the duties of a technology copywriter are often misunderstood and even confused with other roles.
In this article, we’ll look into the role of a technology copywriter, how technology copywriters differ from other copywriters, what their general daily duties involve, and much more.
What is a technology copywriter?
A technology copywriter is a copywriter who has the technical skills to write content for technology websites, technology-focused blog posts, and other promotional media such as newsletters, social media posts, white papers, and more. Technology copywriters must have a deep understanding of the technology they write about to create captivating copy.
What does a technology copywriter do?
Technology copywriters must boil down complex ideas and concepts to write content that the average customer or decision-maker can understand. Content should also be engaging, written in the correct tone of voice, and highlight the product’s benefits and the values and goals of the company that created it.
Who hires technology copywriters?
A lot of companies need technology copywriters, from PR and marketing agencies to software and web design organisations. Technology copywriters can also write articles for tech publications, work on direct mail campaigns, and even write product descriptions for tech brands that the average customer understands.
What does a B2C technology copywriter do?
Like most copywriters, technology copywriters can write for consumers and businesses. A B2C technology copywriter creates copy to spread awareness about products and services amongst customers. There are many ways to get the message out to individual consumers, such as website and email copy, product descriptions, social media posts, and more.
What does a B2B technology copywriter do?
Unlike B2C technology copywriters, B2B copywriters write content aimed at businesses and decision-makers to promote and sell tech products and services. Just like a traditional copywriter, a B2B tech copywriter crafts interesting and informative blog posts, social media posts, web copy, ad copy, press releases, product descriptions, and more to promote their clients’ products and services.
What is the difference between a technical writer and a technical copywriter?
People often confuse a technical writer with a technology copywriter and often use the terms interchangeably. However, technical writers and technology copywriters are two different things.
The role of a technical writer is to write documents explaining the functions of products and processes, such as user manuals, etc.
However, like all copywriters, technology copywriters promote products or services by writing more compelling, sales-based copy such as brochures, blog posts, online adverts, newsletters, website copy, and even press releases.
What interpersonal skills should technology copywriters have?
When writing an article, all copywriters must put themselves in the shoes of the reader and relate to their audience. Technology copywriting is not a customer-facing role, but writers still need to be empathetic to their clients’ needs.
Tech copywriters should also have an innovative mindset and be adaptable enough to quickly learn about new inventions and technological changes. Like all copywriters, tech copywriters must have a keen eye for detail, excellent research skills, and the ability to independently find relevant information to create the best content.
What is outbound technology writing?
Outbound tech copywriting is about creating promotional and informative content highlighting products, services, and brand values and engaging with potential customers to increase sales. Outbound writing includes website copy, blog posts, case studies, product descriptions, press releases, email campaigns, newsletters, and other content that reaches their audience.
What is inbound technology copywriting?
As opposed to outbound writing, inbound technology copywriting involves writing content to drive customers to take action. It works by answering commonly asked questions and focuses on providing answers and solutions rather than promoting a service.
Inbound copy must be just as compelling as outbound copy, as it aims to draw readers in and take actions such as attending an event, signing up for newsletters, buying something on an online store, or downloading an app.
What technology copywriting tricks are used at the top of the marketing funnel?
The top of the marketing funnel consists of SEO-friendly blog articles, web copy, social media posts, and email marketing campaigns that promote the brand and build awareness. All this is done to convince customers to learn more about the company and the technology it offers.
What technology copywriting tricks are used in the middle of the marketing funnel?
In the middle of the marketing funnel, you’ll find more detailed copy aimed at potential buyers and decision-makers. This content highlights product features in the form of articles, customer stories and email copy, demo videos, and product pages that show pricing and highlight the features of the product or service.
What technology copywriting tricks are used at the bottom of the marketing funnel?
The bottom of the marketing funnel is where the people most likely to make a purchase will find themselves. It’s at the bottom of the marketing funnel where technology copywriters push customers towards making a purchase with phrases such as “act now” or “for a limited time only.”
What types of tech content are most effective at generating B2C leads?
When it comes to generating B2C leads, technology copywriting is pretty much the same as any other form of copywriting. There are many ways to generate B2C leads, such as:
1. Tutorials and how-to videos
Tutorials and how-to videos help your potential client understand your product and the complex technology behind it.
2. Product features and benefits articles
You may need help from a PR agency to get your product into a publication. Alternatively, you can read my article on how to write a press release and give it a go yourself. When promoting your technology product, remember to be as matter-of-fact as you can, and don’t blind your potential client with science.
3. Engaging infographics
Infographics are easy to read and easier to comprehend. In fact, 65% of people learn better through visuals. When making an infographic, you might want to outsource your work to a graphic designer. But you can also use tools such as Canva to get your message across. Check out the cool images I made on Canva for this article about process implementation.
4. Podcast interviews
Podcast interviews are a great way to promote your product and network with business leaders and thought leaders. They are also a fun way to reach out to your audience and offer a good opportunity for them to get to know you personally.
How important is SEO in technology copywriting?
For a copywriter, understanding SEO research and implementation is extremely important, whether they are writing about luxury products, entertainment brands, cosmetics, or technology.
Implementing the best SEO practices in technology copywriting ensures maximum visibility and that the right people see the content. The higher up on Google your page is, the more trust your audience will have in you.
A few ways to ensure success with SEO is by conducting keyword research, producing high-quality content filled with relevant keywords, optimising your site for mobile devices, optimising site titles and meta descriptions, and improving your site speed.
The bottom line
All good copywriters must write effectively to convince their audience to take action, such as buying a product or leaving their details for sales teams.
Technology copywriters must possess all these skills while understanding the complexities of the technology they are writing about and boiling the information down into bite-sized chunks.
If you’re looking for an experienced technology copywriter, check out my technology portfolio and get in touch today.