How can blog posts increase the awareness of your identity/biometric or technology company’s products and services? I’m going to explain how in this blog post.
Imagine there’s a funnel. It’s easy if you try. But this funnel doesn’t stream water, but people. (Or wombats.)
The funnel. Imagen 4.
In this funnel, the people (or wombats) who are potentially interested in your offering—your prospects—start at the very top. The few who actually buy your offering emerge from the bottom.
But how do you get people to enter the funnel and become aware of your offering?
How can blog posts help you?
One great way to let people know about your offering is by blog posts such as this one.
Blogs are a fast way to tell your prospects how your offering can help them. And you can create blog posts very quickly, within days or even hours.
If you want to make prospects aware of your company’s service, write a blog post.
What can Bredemarket offer to you?
One of Bredemarket’s offerings is…writing blog posts for other companies. I can help your identity/biometric or technology company write blog posts so you can get more people to learn about your services.
If you want to learn how I can help your company write blog posts, visit bredemarket.com/mark.
Do your technology company’s prospects know about you?
How can your technology company increase product benefit awareness right now?
(“Right Now” is a song. Keep tuned for another song reference.)
Before showing you how to do this, let’s take a closer look at three words in the title: product, benefit, and awareness.
Then we’ll get into the how: have, know, write, and publish.
And one more “how” if blogging is hard.
Three words break the code of indifference
No apologies for the section heading, but since her dad died, Kelly Osbourne’s best song (albeit with a curious history) has been on my mind.
While Osbourne’s one word breaks the code of silence, the three words that I chose for my post title break the code of indifference. And I chose each of them—product, benefit, and awareness—carefully.
Word One: Product
Companies talk about a lot of things. Their “why” story. Their great place to work award. Their social/moral/ethical conscience.
Right now I don’t care about any of that. I care about the company’s products or services: the way they make money.
Product firms need products. Imagen 4.
Because if prospects don’t buy these products and become customers, then their why story and awards and conscience count for zilch. There’s a time to share those stories, but for now let’s focus on the product story.
Word Two: Benefit
Now once you look at those products, they have a bunch of features. The ability to capture fingerprints at 1,000 pixels per inch. The ability to complete a third-party risk management analysis in hours, not months. The ability to deliver a completely vetted blog post in days, not weeks.
Right now I don’t care about any of that. I care about the benefits the product brings to the prospect: the things that will make them become a customer.
Revenue is definitely beneficial. Imagen 4.
Because prospects don’t care about you; they only care about themselves. And if your product doesn’t provide tangible benefits to them, they’ll ignore it.
Word Three: Awareness
The third word differs from the other two, because there are multiple answers that are equally valid. I’ve just chosen to focus on one. If you subscribe to the notion of an ordered funnel (some marketers instead believe in a messy middle), then all prospects enter at the beginning of the funnel, and a subset of those prospects exit as buying customers at the end of the funnel. Using a simple three-stage funnel model, you can define those three stages as awareness, consideration, and conversion.
Right now I don’t care about consideration or conversion, although they’re obviously important. (If you have no conversions, you have no revenue, and you have no company.) For my purposes I’m focusing on awareness, or the stage in which a prospect discovers that your company has a product or service that benefits them.
Awareness. Imagen 4.
So how can you raise awareness of the benefits of your product to your prospects? There are multiple methods: text, images, videos, quizzes, contests, webinars, and podcasts. Bredemarket uses many of these methods via its social media channels. But today I’m going to focus on one particular method: blog posts. But we’ll cover some of the other ones also.
One blog breaks the lack of knowledge
The reason that I’m so gung-ho about blog posts is that they can be created and distributed very quickly. Press releases can take a long time. Videos, even longer. Webinars, even longer still.
Compare that to a blog post. A sole proprietor can generate a blog post in an hour. A company can get an emergency blog post out in the same time, provided the right people are in the room.
But before you can wow the world with your product’s benefits to your prospects, you have to go through several steps. The four steps listed here (have, know, write, and publish) are somewhat, but they paint the broad brush strokes.
Step One: Have a blog site (or equivalent)
This sounds obvious, but if you don’t have a blog site, you can’t post a blog.
Using myself as an example, my Bredemarket website is hosted by WordPress. And the website has an area where I’ve filed over a thousand blog posts, including this one.
Step Two: Know what you’re going to say, and why you’re saying it (I ask…)
I could spend ten blog posts talking about this step alone. It’s a loaded step encompassing both strategic and tactical elements. Vision. Mission. Positioning and messaging. And finally, the topic that you want to address in this single blog post.
For now I’ll just say that you should take a deep breath before putting pen to paper (or keyboard to file).
Step Three: Write and rewrite what you want to say (…then I act)
I ask, then I act.
But I act iteratively.
In most cases, I don’t just write and post.
I often create what I call a “draft 0.5,” where I get my ideas down, sleep on them, and then take a fresh second look. Often during that second look I cut out half the text.
When working on a project for a Bredemarket client, the text bounces between me and the client. I’ll write the first draft, then the client will review it and offer suggestions, and then I’ll rewrite it. For shorter text I’ll usually have two review cycles, with three review cycles for longer text.
The important thing is to get the piece written, reviewed, and approved. While I’ve drafted pieces and sat on them for months, the true benefits of blogging occur when you publish the piece as soon as possible.
Step four: Publish and publicize
When you’re ready, publish the blog post.
Perhaps you want to schedule the post to appear at an optimum time. For example, I am typing these words (or draft 0.5 of them anyway) on Sunday afternoon, knowing full well I won’t post this on Sunday afternoon. I’m thinking Tuesday morning.
And maybe there’s a reason why you want to publish a post at a particular time. If a trade show begins on Monday September 15, you may want to publish the promotional blog post on Friday September 12.
Once you’ve posted, publicize it.
If your company has an array of social media channels, you have two choices. Either you can post a link to the blog post on the social channel, or you can encapsulate the message from the blog post and repurpose it for the social channel without linking externally. Whatever gets the message out.
Taking an example from myself, I created a video entitled “Landscape (Biometric Product Marketing Expert)” on Sunday morning. I shared this video in a blog post. I also shared it in social media posts on Bluesky, Facebook, Instagram, LinkedIn, Substack, Threads, TikTok, WhatsApp, and YouTube. The only current social channels where I didn’t share it were Flip (because it’s…landscape). If I wanted to, I could have assembled a video or created a podcast or hosted a webinar. Oh, and I’m sharing it again. (Right now.)
Landscape (Biometric Product Marketing Expert).
Depending upon your thinking time, your drafting time, and your review cycles, you can get your message out to your prospects within a week…or even within a day.
Not too bad.
But I can’t do all that!
For some people, the idea of writing a blog post can be overwhelming.
That’s why Bredemarket is here to help you increase your tech company’s product benefit awareness. (Right now.)
If you have a blog site (or a LinkedIn, Facebook, or other equivalent) and are ready to get your message out, let’s talk about next steps.
Imagine a Chief Marketing Officer sitting at her desk, wondering how she can overcome her latest challenge within three weeks.
She is a CMO at a biometric software company, and she needs someone to write the first two entries in a projected series of blog posts about the company’s chief software product. The posts need to build awareness, and need to appeal to prospects with some biometric knowledge.
So she contacts the biometric product marketing expert, John E. Bredehoft of Bredemarket, via his meeting request form, and schedules a Google Meet for the following meeting.
At the scheduled time she joins the meeting from her laptop on her office desk and sees John on the screen. John is a middle-aged Caucasian man with graying hair. He is wearing wire-rimmed glasses with a double bridge. He has a broad smile, with visible lines around his eyes and mouth. His eyes are brown and appear to be looking directly at the camera. He is wearing a dark blue collared shirt. While his background is blurred, he appears to be in a room inside his home, with a bookcase and craft materials in the background.
After some pleasantries and some identity industry chit chat, John started asking some questions. Why? How? What? Goal? Benefits? Target audience (which he called hungry people)? Emotions? Plus some other questions.
They discussed some ideas for the first two blog posts, each of which would be about 500 words long and each of which would cost $500 each. John pledged to provide the first draft of the first post within three calendar days.
After the call, the CMO had a good feeling. John knew biometrics, knew blogging, and had some good ideas about how to raise the company’s awareness. She couldn’t wait to read Bredemarket’s first draft.
If you are in the same situation as the CMO is this story, schedule your own meeting with Bredemarket by visiting the https://bredemarket.com/mark/ URL and filling out the Calendly form.
Remember how I warned you that this post was going to read odd? In case you’re wondering about the unusual phrasing—including a detailed description of what I look like—it’s because I fed the entire text of this blog post to Google Gemini. Preceded by the words “Draw a realistic picture of.” And here’s what I got.
Imagen 4. I’m not on the screen, but I like the content ideas.
Imagen 4. With the bookcases. And I’ve never had a beard.Imagen 4. But that’s not blurred.
Unless you have no intention of ever publishing anything. If that’s the case, it would be a waste of your time to read another word of THIS blog post.
Imagen 4.
OK, who is left?
Maybe there’s another reason you didn’t publish that blog post yet.
Perhaps you never wrote the blog post in the first place.
If that’s your problem, I will now provide you with the Bredemarket 42 step process to generate that blog post.
I kid, of course. You only need two steps.
Ask.
Act.
I ask, then I act.
Bredemarket is expert at both asking and acting, equipping my clients to get the right message out and to do it now.
Not six months from now.
If it’s winter, your “heat wave” blog post is no longer timely. Imagen 4.
After all, I’m incentivized to perform your marketing writing with both accuracy and speed. I want your approval…and your revenue.
So go to my “Content for tech marketers” page, read about Bredemarket’s services, and book a free 30 minute meeting with me to discuss your content needs.
“But if I could offer a marketing word of advice to TPRM firms, the “we are better than legacy TPRM firms” message has jumped the shark. EVERYONE is better than legacy TPRM firms these days; you are nothing new. No one is completely manual any more. It’s like comparing a Tesla to a bicycle. Or any basketball team to the Washington Generals.”
But has my own messaging jumped the shark?
Such as my oft-repeated claim that some firms aren’t creating current content…and therefore need my help?
Who are these mythical companies?
Certainly not SAFE, which definitely has current content, including (as I write this) a July 16 blog post.
Tech CMOs want to move their prospects to act and buy world-changing offerings (products or services) from their firms…and I want to move my tech CMO prospects to act and buy marketing and writing services from Bredemarket. So tech CMOs, I definitely feel your pain. But how can you move your prospects…and how can I move you?
Because my client had a specific problem. The client needed its prospects to understand how its offering could solve nagging prospect problems. Riots. Car thefts. Robberies.
And my client had a specific solution. I can’t reveal the solution without giving the client away, but let’s just say the the solution simultaneously addressed the end customers’ dual needs of speed and accuracy, as well as other end customer concerns.
As for specific results, I confess I don’t know. In this case my client never got back to me and said, “John, case study 3 attracted a prospect that ended up buying an annual contract.” And my primary contact at the client subsequently moved to another firm. But the fact that the client stuck with me for a dozen case studies and some subsequent NIST FRTE analysis work indicates that I did something right.
You see what I did there. Well, as much as I could while preserving my ghostwriter status and my client’s anonymity.
What is your specific problem?
This section of the blog post is specifically addressed to tech CMOs and other marketers. The rest of you can skip this part and watch this entertaining video instead.
Bredemarket has specific solutions depending on whether your needs are short, medium, long, or ongoing. As part of my solution, I begin by asking questions and then iterate the deliverable with you.
The specific results you need? Let’s talk about them.
Now I know I’ve loaded this post with links to previous Bredemarket content that addresses the…um…specific topics in much more detail. Maybe you clicked on the links, or maybe you didn’t. I will find out.
But if you are ready to move forward, this is the one link you need to click. (“Now you tell me, John!”) It lets you set up a meeting with Bredemarket to discuss your specific needs.
Unless you’re in the surveillance industry, surveillance sounds like a dirty word. I once knew an identity/biometric CEO who forcefully declared that HIS company would NEVER work in the surveillance industry.
Imagen 4.
But as Goddard Technologies notes, surveillance can be useful even if you’re NOT chasing bad people.
But before I describe how, I’m going to reveal my age.
Kennedy (John) William (Smokey) Gordy
Let’s talk about a singer who went by the name Rockwell. This was supposedly to conceal the fact that his last name was Gordy (he is Berry’s son). But he didn’t really conceal the fact that one of the uncredited backup vocalists on his wonderful one hit was a man named Michael Jackson. This was in the 1980s, when Michael Jackson was kinda sorta popular. OK, now do you remember the song?
“Somebody’s Watching Me” by Rockwell.
This excerpt from the lyrics provides the sinister tone of the song:
People call me on the phone, I’m trying to avoid But can the people on TV see me, or am I just paranoid?
But that was the 1980s, when there was always a person in the surveillance loop. Even if there was a video camera hidden in Rockwell’s shower, some person was looking at the feed.
Things have changed.
Goddard Technologies’ “The Rise of Robotic Observers”
Now non-person entities (NPEs) are no longer the stuff of science fiction, and they can do things that only humans could do 40 years ago.
“While much of the attention has gone to robots that do something (cleaning, welding, lifting), there’s a quieter, equally important shift happening: the rise of robots that observe.”
But what do they observe?
“These robots navigate environments, gather data, and report back. Think of them as mobile sensors with wheels, legs or propellers that identify open doors, check for damage, verify inventory, or confirm environmental conditions.”
Kaplan then notes that there are human beings that perform similar tasks, and that therefore these observer bots “align with how many industrial jobs actually work.” After the observations are collected, then humans—or perhaps other bots—can act upon the observations.
Does this affect how you perceive non-person entities? How do you feel about non-person entities that merely collect data for others to act? This is technically “surveillance,” but it could potentially reduce costs, increase profits, or even save lives.
Do you sell robotic observers, or something equally important?
Jon Kaplan used a LinkedIn article to tell his story about Goddard Technologies’ activities with observing robots.
But maybe your firm has your own story to tell.
Imagen 4. And I have to give credit where credit is due. I asked Google Gemini to create a picture with a wildebeest-authored LinkedIn article, but the article title, “The Grass Ceiling: Overcoming Obstacles in the Corporate Savana” (sic), didn’t come from me but from Google.
Why haven’t you written a LinkedIn article about your product? This lets you reach B2B prospects who are more likely on LinkedIn than on TikTok. In fact, I wrote a LinkedIn article about LinkedIn articles. (I wrote it so long ago that I only asked my clients six questions rather than seven questions.) And I’ve also written LinkedIn articles for Bredemarket clients.
Do you need help in writing that LinkedIn article that tells the world about your product? Maybe you could become one of my clients, since I help create content for tech marketers. Contact me.
If you can use my services in any of these areas, book a free 30 minute content needs assessment and talk to Bredemarket. https://bredemarket.com/mark/
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