Content Creation for IT Companies: Use Stories to Breathe Life into Tech

‘AI,’ ‘robotics,’ ‘cloud computing:’ IT lingo is abstract, which makes it difficult to speak human.

The nature of the beast affects content creation: IT companies often publish jargon-ridden content that discourages the average person from reading beyond the introduction. And even when the target audience consists of CIOs or software developers, chances are they won’t read the entire piece if it doesn’t appeal to them on a human level.

When it comes to content creation for IT companies, the trick is to find your jargon’s beating heart. Once you do, you can breathe life into your content and get your audience excited about the most complex topics.

Practical example: people first

One of my clients is a frontrunner in the field of AI. The company is growing fast because it’s innovative in all areas, including content creation. Although an expert on intricate matters, the CEO believes people should always come first.

We come up with original angles for blog posts, explaining complex issues in an accessible, fun way. Blog posts are full of anecdotes, personal stories, and practical examples.

The approach works: readers are excited to read the content and keep coming back for more. These blog posts strengthen the company’s authority, supporting further growth.

The trenches of complexity

IT copywriting is one of my niches, which means I often discuss the issue of complexity with my clients. It’s one thing to fathom and apply complex concepts, but it’s another to communicate about them in a way that appeals to people.

Content creation for IT companies is tricky: you need to demonstrate your skills and knowledge while adding emotion and a dab of playfulness. If you don’t find the sweet spot where those elements intersect, you’ll likely lose your audience halfway — even if that audience consists of experts who understand the jargon. I’ve worked as a copywriter for 12 years, and if there’s one thing I’ve learned, it’s that even the most tech-savvy people like to read informative yet easy-to-digest pieces. They want to learn something and be entertained.

Storytelling: the key to accomplishing your goals

IT companies that offer the same services or products often struggle with the wheat-and-the-chaff issue: they seem pretty similar.

So, it’s paramount that you find your differentiator. And once you’ve defined what makes you unique, you should convey it, which is an art in itself.

Storytelling is the gateway to your readers’ hearts. If you want your audience to remember you, you need well-chosen words and a good story.

You can interpret that in the broadest sense of the word. If you prefer to tell a story from A to Z in the most traditional sense of the word, you can write a blog post or article with a strong plot and characters. But you can also use narrative elements to make your content more engaging. It’s okay to share a real-life anecdote or two when elaborating on an intricate topic.

Suppose you start a blog post by sharing a little story: your four-year-old can’t get enough of a bedtime story about a robot who desperately wants to be a real boy. Every night, she asks you the same question: “How can the robot tell the difference between himself and a real boy?”

You’ve just introduced two essential narrative elements to the reader: a character and a problem. At this point, they will probably smile. The story is touching and recognizable. You have their attention. Where, they’ll wonder, will you go from here?

Let’s say you go on to discuss the future of robotics. Most will read on because the story about your daughter has made that future tangible and introduced the stakes. Your blog post isn’t just about complex technologies. It’s about the world your daughter and the reader’s children will grow up and live in, so it matters.

What content should IT companies create?

Before you start drafting any piece of content, make sure you’ve answered some basic questions:

• What’s the message you want to convey?
• What goal(s) do you hope to achieve by sharing this message?
• What story can you build around it?
• Why is this story worth sharing?
• Which IT concept(s) will you need to explain?
• How will you keep the piece interesting throughout?

Once you’ve outlined the basics, it’s time to write. There are some elements every piece of IT content will benefit from. I’ve listed three of them below. Keep these in mind, and you’re on the right track.

1. A solid structure

Are you writing a blog post? Familiarize yourself with the basics of blog copywriting. Are you drafting a case study? Make sure you know the nuts and bolts of case study copywriting. Each content type has its own requirements, and you need to respect them. If you don’t, you’ll likely lose your web-savvy reader. Quality content is always one click away, and their thumbs swipe at the speed of light.

2. Words that resonate with your audience

Forget those encyclopedia-like explanations of technology no one likes to read. They won’t help you build meaningful relationships with potential and existing customers. You need to choose your words carefully to make sure they land with your audience. Some are more powerful than others. A good rule of thumb is to avoid jargon, but if you really have to use a technical term, be sure to explain it in a clear, concise way. In case you’re looking to persuade your audience, make sure you use the two most important words in blogging, persuasion, and copywriting.

3. An accurate reflection of your expertise

Let’s not forget that you’re the expert on the subject matter. It’s essential that you use accessible language, but you also need to demonstrate your knowledge. An effective way to do this is by showing readers you can solve their most pressing problems. Don’t be afraid to share your views on recent developments, either. The IT landscape is volatile — it changes all the time, raising questions about ethics and sustainability. If you want to become a thought leader, you should share your stance on such matters.

IT content: a powerful means to an end

Those who embrace storytelling and use narrative elements to make a point will find that content creation for IT companies is a powerful means to an end. Skillfully written content can help you build meaningful relationships and create thought leadership.

If you’re ready to expand your business, connect with customers, and be an authority in your field, dust off your keyboard and outline your content strategy. You’ll benefit from it in the long run, and you’ll learn a lot about your audience, your IT company, and yourself in the process.