Tech Marketers: Obsess Less Over Fonts and More Over Content
Let’s say the quiet part out loud: most buyers don’t care what shade of blue your CTA button is. They’re not pausing to admire your font pairing or dissect your gradient game. What they do care about? Clear, helpful content that answers their questions, fast.
Yet somehow, a lot of tech marketing teams are still spending more time in design reviews than they are building out meaningful content strategies.
It’s time for a mindset shift.
In the tech world, where products are complex and the buying process often involves multiple stakeholders, your content does the heavy lifting. It educates, builds trust, and positions your company as a problem-solver—not just another SaaS vendor with a slick landing page.
Sure, good design supports that mission. But design isn’t the mission.
If your beautifully designed website doesn’t explain what your product does, how it works, or why it’s better, it’s not helping you grow.
Here’s what your prospects are thinking as they move through the funnel:
“How does this product work?” (Product demos, explainer videos, interactive tours)
“What problem does it solve for teams like mine?” (Use case content, industry-specific pages)
“Why should I trust them?” (Case studies, testimonials, technical documentation)
And they want this content now, not buried in a maze of dropdown menus or hidden behind a vague brand video.
Over-branding every asset before it's even validated
Spending weeks choosing colors for a new campaign instead of getting messaging in front of customers
Delaying content production to get visual alignment before they even have product-market clarity
Yes, consistency matters. But if you're not publishing because you're tweaking a shadow effect for the third time, the problem isn’t your brand—it’s your priorities.
Launch fast, iterate often: Done is better than pixel-perfect. A solid draft published today beats a beautiful asset launched next quarter.
Put content strategy at the center: Map content to the buyer journey—awareness, consideration, decision. What does the buyer need at each stage?
Test messaging early: Use LinkedIn posts, email subject lines, or even landing page variants to validate what resonates. Design can catch up later.
The truth is, most successful tech companies didn’t get there by having the cleanest typography—they got there by clearly communicating value, solving real problems, and showing up with content that actually helps their audience make decisions.
So the next time your team is debating button shapes for the third time this week, ask yourselves: Do we have the right content in place to close the deal?
Because no one ever said, “We bought this software because the fonts were 🔥.”