Introducing Techle, Our Technical Article Production Service

AWS, Azure, endpoint security… IT holds a great many products and services.
We developed a service called Techle as a digital marketing solution for the companies that sell such products.
This article explains what “Techle” is and the background to building it.

1. What the IT article production service “Techle” is

In short, we produce articles like the ones below.

▽The clients Techle is for
・Manufacturers, distributors and resellers selling IT hardware and software
・Companies that place IT engineers

Among IT products of that kind, products and services that are not as easy to grasp as a PC or a smartphone are the ones we support: this is digital marketing support for the companies that handle them.

Now, let us explain why Techle came about.

2. The structure of B2B marketing in IT

As explained in the earlier article below, all marketing activity divides broadly into awareness or comparison and consideration.

Setting out the full range of B2B marketing methods gives the diagram below.

Among them, the activity worth focusing on most for IT products is the orange part below. The darker part [SEO] is what this service addresses.

Why, out of the many options in B2B marketing, is it better to focus on SEO and stronger content (the pale orange part)?
It is because IT products have

・several people involved in the buying decision
・a high price, so depth of information counts

— those two reasons.

“It is an expensive purchase, so let us all look at it carefully.”

That is what it comes down to.

3. The pairing of SEO and engineer writers

So what strategy do we use to write highly specialist articles and rank them for the keywords we are targeting?

For each article, Techle has an “SEO consultant” and a “former engineer writer” working side by side to write it.

First it is the SEO consultant’s turn.
Suppose, for example, that you offer VDI-related services and want to rank for keywords business customers are likely to search, such as “VDI cost” and “VDI vendors”.
In that case we look at which other keywords the article already ranking first for the main keyword “VDI” also ranks highly for.

The article below, which ranks first for “VDI”,
also ranks highly for keywords such as “VDI environment”, “VDI thin client”, “VDI remote desktop difference”, “VDI sbc” and “VDI licence”.

https://www.ascentech.co.jp/solution/column/vdi_basic.html

Writing articles that work in those “other keywords that already rank highly”raises article quality and, as a result, achieves high rankings in Google search.

Next we write the outline and brief the writer.

From here it is the writer’s turn. Every one of our writers has hands-on experience as an IT engineer at a major systems integrator or vendor.
They still research each article, but because of that background they can write difficult passages and build comparison tables like the one below.

With an SEO specialist working out the approach and an engineer writer producing an article with real substance, we can deliver articles that prospects trust.

4. Reusing the articles for advertising

The articles are written for SEO, but they can also be run as ads just as they are.

For example, an article about “endpoint security”（https://www.synnex.co.jp/solution/security/endpoint-security/) can be run as it is against keyword ads such as “what is endpoint security” and “endpoint security comparison”.

The page itself is of high quality, so visitors are generally more likely to make an enquiry, and comparison articles in particular carry buttons pointing to each product.

SEO tends to be seen as long-term activity, but built this way it can also be applied to search advertising as short-term activity.

5. In closing

We hope that was useful.
The service is for customers who feel they cannot convey the value of hardware, software or IT solutions properly to their own customers.

This turned into a plug inside a blog post, but if you are interested we would be glad to hear from you.
Let us treat you at “Ginger Grass”, a restaurant in the basement of the Odakyu Southern Tower in Shinjuku that we are rather taken with at the moment.