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How to Create a 2025 Content Plan for your Tech Company
Nina McCollum
January 22, 2025
Marketing without content planning is like taking a road trip without a map (or at least GPS). You might see some interesting things along the way, but you don’t know exactly where you’re headed, and it can be hard to know when you’ve reached your destination.
You probably have ideas about what you want to communicate to your potential customers—ways your products or services can solve their problems. But even the best ideas for tech company content are disparate dots if they’re not part of an overall content plan. A content marketing plan pulls together your ideas and maps them out to create a structured, scheduled plan that takes customers on a content journey to drive them to action.
Lead magnets can be a powerful tool to help you create a content plan. A lead magnet is a piece of content or other resource offered to a reader in exchange for their contact information.
Lead magnets help keep them engaged, interacting with your brand, and interested in moving forward. Think of lead magnets like the pins in the map of your content journey.
Examples of lead magnets include:
- downloadable content such as white papers or ebooks
- checklists, templates, and other actionable resources
- webinars and invitations to other value-added events
With the right ideas, useful and valuable lead magnets, and a smart content strategy plan, your tech company can build a content journey that will achieve your 2025 marketing goals.
What is a content marketing plan and why do you need one?
You know who you want to reach. You have solutions your customers need. The journey to reaching them is your content plan.
A map tells you where to go next. That’s also what you do for your customers when you have a strong content marketing plan. A sales funnel refers to the different stages a customer goes through on their journey to purchasing a product or service.
Not everyone starts at the beginning. Depending on where and how they come across your content, a potential customer might drop in at any point along that journey. A good content marketing plan picks up the customer wherever they are and keeps them moving forward through the funnel.
Mapping out a content marketing plan is just like creating any other project plan. You set goals and track progress. At the end, you gauge how well the plan worked and make adjustments as needed.
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Reverse engineering your content
Sometimes the best way to plan a journey is to start at the end—with the results you want to achieve.
In reverse engineering, you break something into components or parts to understand how it’s built (and how to rebuild it). For example, you could reverse engineer a computer, a piece of hardware, or an electronics component, disassembling it piece by piece and noting how each piece works with other pieces as you go. Once it’s disassembled, not only would you understand how each part works to make the product function, but you might also uncover ways to improve on its design and function.
Consider how you could reverse engineer your content goals, including how they intertwine with and support company goals for 2025.
Once you have the endpoint in mind, break it down into smaller goals—by quarter, season, or month—to help you understand where you need to be and when. Reverse engineering can help you fully identify what success means for your plan, which can make it easier to chunk up the content in the journey along the way.
Content plan goals
While many companies focus heavily on using content to improve search results (SEO, or search engine optimization), trying to game search engines shouldn’t be your sole content destination. SEO is important, but there are many other pillars to a content plan that can help grow your business.
Examples of B2B tech company content plan goals can include:
- Brand awareness: Increasing knowledge about your company and its products and services
- Lead generation: Capturing more and/or better information from visitors to your site
- Thought leadership: Building respect for your authority through thought leadership pieces
- Conversion: Growing the number of visitors who actually become customers
How you measure success for each goal can vary by company. An experienced tech marketing agency can help you define success for your content plan and determine how to get there.
Developing a 2025 content plan
Your content should tell customers you understand their challenges and that they should choose you to provide information and solutions that will help them overcome those challenges.
If you know what tech challenges your clients face, build your content plan and lead magnets around how you can help them solve their problems.
- Read the signs. What are your customers and colleagues discussing? Consult tech publications and conduct competitive intelligence research.
- Learn from past errors. Talk to your internal marketing team. What hasn’t worked previously? How can you lean into what does seem to resonate with customers in your 2025 plan?
- Measure and track. Are people opening your emails? How long are they staying on web pages?
- Be flexible. While content needs time to be successful, a robust content plan should be able to pivot direction in response to customer demand (or lack thereof).
Staying flexible
If you’re not reaching your goals with your planned lead magnets, look for adjustments you can make to stay on track.
Maybe you can drop in fresh content that’s more timely, speaking to current events or new issues tech companies face. Perhaps you adjust your content to try to target a particular type of customer.
While it’s important to stay on the path you laid out to get to your destination, sometimes you have to take a detour to get there.
Tech company specifics
Tech companies are under pressure to do more with less, and 2025 brings a new set of potential challenges. Here are some examples of issues to consider for your tech company content plan in 2025:
- tariffs on goods and materials produced overseas
- AI and the ethics of artificial intelligence
- talent issues (doing more with fewer people, working with hybrid/remote/disparate staff)
- cybersecurity
- demonstrating ROI on tech spending
- cost control/inflation
- regulatory and compliance needs/privacy
- continuous innovation/competition
Tech marketing expertise
Dynamic Tech Media specializes in digital marketing for B2B tech companies. We work with tech clients of all types and sizes to create customized marketing plans with clearly defined goalposts that get measurable results.
We pair proven marketing methods with deep knowledge of the tech industry to create marketing plans that will help you reach your business goals and drive success. Sign up for our newsletter to get more helpful tech marketing insights delivered straight to your inbox.
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