Strategy of Technical Content Marketing in an Entrepreneurial Tech Company: Using the Funnel-Bucket Model to Guide the Message and Media

Abstract

Purpose: In this article, the content strategy for technical content marketing (TCM) is examined for a start-up tech company, Terra Solar, commercializing a "do-it- yourself" (DIY) home solar power kit that makes clean energy more affordable and accessible to a wider range of consumers. Notably, this article illustrates the role of technical communication in technical content marketing using the funnel-bucket model, a framework for implementing content strategy for new products, to inform the communication goals of an entrepreneurial technology company and provides a framework for implementing content marketing publication strategy for new technical products. Method: This case study integrates theory, research, and industry practices of content strategy, technical content marketing, advertising, digital marketing, and technical communication. Results: This article situates strategic marketing plans with the theory of content strategy and includes a review of the latest research in content marketing to provide readers with a research-based guide for planning the commercialization strategy for technology products. Conclusion: This case study describes the use of the funnel-bucket model as a framework for planning TCM genres to provide a coordinated set of informative and persuasive product-related information through multiple media platforms to reach target technical buyers.