Quantum computing is rapidly emerging, driven in large part by its promise to solve some of the most complex technology problems of our time. The global quantum computing market is predicted to reach $143.44 billion by 2032, proving that its value can’t be ignored. However, for many people, it’s still a vague, potentially world-changing concept they have yet to wrap their heads around.
With quantum computing still in its infancy, early adopters and developers are in a unique position to inform future buyers of the technology’s benefits via thought leadership content. By leveraging paid, earned, and owned channels like blogs, bylines, videos, interactive content, social media, and more, organizations can seize the opportunity to educate their key audiences about the benefits of quantum computing and how it can solve their toughest computing challenges. But how do you know where to start? Read on for our top recommendations.
3 Best Practices When Creating Quantum Computing Content
1. Simplify messaging: Quantum computing is highly technical and can be difficult for even those with computing backgrounds to understand. Therefore, it is important to consider the audience who will be consuming the content. In many instances, the executive-level technology buyers and decision-makers that make up the target audience could be put off by highly technical jargon. The language used should be simple and clear for non-technical audiences.
For example, when mentioning a “quantum algorithm” in your content, provide an explanation that this is just a step-by-step procedure performed on a quantum computer. Also, marketers could make it more “real” for their audiences by spelling out the key advantages for using quantum computing, i.e. if you’re trying to make a better navigation system, quantum computing can do it in XX amount of time vs. YY in classical computing.
Using clear, concise explanations helps buyers and audiences better grasp how the technology works and how it can positively impact business operations. Simplifying language in owned and paid content not only makes quantum computing comprehensible but also allows buyers to be more engaged in conversations about adopting quantum solutions—and ultimately make informed decisions.
2. Identify applicable use cases: As with any emerging technology, it is easy to get caught up in the excitement of hypothetical use cases as a focus for exciting owned content. However, for marketers, it is important to clarify and distinguish the technology’s current capabilities versus its potential applications in the future. With quantum computing, it is important to keep your content real and rational for the reader.
By focusing on a specific element or use case of quantum computing in each piece of content—from financial modeling to drug research to materials simulation and more—you can effectively educate readers about its unique capabilities. This approach allows for a more comprehensive understanding of quantum technology, enabling the reader to realize its significance and envision its applications in their respective industries.
3. Focus on actionable takeaways: Providing “next steps”actionable takeaways in your quantum-focused content can provide real value and solutions, leading your readers to take action. For example, you could recommend they start by finding use cases for quantum in their own operations. These could be highly-focused improvements—such as accelerating key steps in logistics—or experimental, “what if?” ideas. This, in turn, leads to increased engagement and more positive experiences for your brand.
By consistently sharing insights, quantum computing companies can position themselves as trusted sources of information, further enhancing their credibility and attracting larger audiences. Make sure your content pieces link back to other assets that inform and educate the reader. We want them to keep coming back for more!
As you work to launch your own content program, keep in mind that quantum audiences also love research—whether it’s produced in-house or through a third party. Given the nascence of quantum computing, your audience may want to know, “How will my organization benefit?” or “What applications will come first and to which markets?” Conducting research can be time-consuming, but it will feed your content strategy for 8–12 months or more.
However, while it’s crucial to keep audiences updated on the latest advancements in quantum computing, it’s also important not to oversell what quantum can do—it might not be right for every situation. Not every problem is a use case for quantum, and trying to shoehorn quantum into places where it doesn’t belong may hinder building trust. Additionally, because many quantum computing companies are small startups, they need to focus their time. Short-form content like blogs are a good starting point. They just need to be hype-free, shareable, and optimized for SEO.
Interested in learning how you can maximize your presence in the quantum computing market? Reach out to Merritt Group’s emerging technology team for insight into the latest trends in quantum computing and beyond. Or, check out our services page to learn more about building a comprehensive communications and marketing program.
