Are All Businesses Technology Companies?

It’s becoming increasingly common for people to say that their business is a digital or technology company regardless of the industry, product, or service they offer.  To be honest, this statement often rings hollow when reviewing their digital capabilities. There’s many companies, big and small, claiming to be “technology companies” that aren’t particularly adept with technology. Undeniably technology is becoming more and more prevalent but it’s important that digital marketing stays focused on the content or services that drives value for clients.

Many trainers, consultants, and professional coaches are following this trend of categorizing themselves by how their content is delivered rather than by the content they offer. Even if you have a sophisticated interactive webinar training series or best-in-class online learning platform, the material being delivered via those digital channels is what drives the value, not the channels themselves. 

It’s fine to highlight digital benefits or technical conveniences, but those things are not going to increase engagement on their own. The best technology tends to be platforms and processes that go unnoticed.  That’s the ideal scenario where clients and prospects enjoy the benefits of your technical delivery without thinking or struggling with it.  If you are using technology as a diffentiator, focus on how it delivers your valuable content seamlessly rather than the technology itself.  Your digital systems won’t mind being an unsung hero.

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