Technical Content Services

Meet Audiences Where They Are With Credible Technical Content.

technical content

Challenge
Establish, expand and bolster thought leadership to strengthen market positions, enable sales, educate audiences and generate leads. 

  • LMO’s clients include manufacturers in emerging or new product categories for U.S. markets. These clients needed to establish their brands and their categories simultaneously. Overcoming inertia, ignorance and product misconceptions posed significant challenges. 

  • Other LMO clients are category leaders requiring credible content to introduce new solutions and products, generate leads, educate audiences, sustain competitive differentiation and strengthen thought leadership.  

  • LMO’s clients also include manufacturers seeking to leverage an established brand in a different category and upstart manufacturers striving to capture part of an established category. 

  • Most clients must address diverse audiences with varying motivations, disciplines, and knowledge levels, including mechanical engineers, architects, building owners, developers, facility managers, HVAC contractors, homeowners, policymakers, environmental advocates and other industry professionals. 

  • Internal or external marketing communication creators did not have the time or the expertise to consistently produce relevant, attractive content grounded in product knowledge, building science and industry intelligence. 

  • Some clients had limited or stale content libraries that did not address subjects or applications relevant to their audiences.

Solution
LMO crafts credible and compelling technical content, drawing from interviews with client and third-party subject matter experts (SMEs), in-house expertise and industry intelligence. 

  • In-house Expertise: LMO team members cultivate in-house expertise through continuous learning, extensive reading, research, industry intelligence and deep dives into client product portfolios. The knowledge and building industry experience we’ve built over time empowers LMO to quickly get up to speed on new and new-to-us products and solutions. We come prepared to have meaningful conversations with manufacturer SMEs, which saves time and enables effective collaboration between LMO and our clients. 

  • Industry Intelligence: Our in-house experts participate in industry events (e.g., trade shows, training, forums, workshops) and cultivate relationships with industry SMEs. We immerse ourselves in client verticals, paying careful attention to industry conversations, competitors, news, innovations, opportunities, threats, risks and consumer perceptions. LMO never produces case studies, white papers, articles or other technical content in a vacuum. Our industry intelligence keeps client content connected to the real world, timely and meaningful for audiences. 

  • Meeting Audiences: Industry intelligence (and self-awareness) helps LMO team members craft appropriate technical content for the target audience. Each audience has different motivations, challenges, expectations, disciplines and depth of knowledge. For example, the content we produce for homeowners will differ from the content we produce for HVAC contractors or skeptical mechanical engineers. Our seasoned writers can switch tones, styles and levels of detail while keeping content accurate, purposeful and relevant. 

  • Case Studies: LMO writes and develops case studies to prove the value of client products and solutions in real-world applications. There are several ways we engage clients. Our team members can develop, execute and manage comprehensive case study programs, involving overall strategy, planning, topic recommendations, project selection, interviews, writing, video, photography, and project management.  Alternatively, our team members can write case studies based on interviews we plan and conduct, or on pre-existing interviews and documented solution performance. 

  • White Papers: Our team produces white papers to contextualize and show the value of client products and solutions while educating audiences on how to solve application challenges, achieve desirable results and understand concepts. Quality white papers have immediate and long-term lead generation and thought leadership value. Clients repurpose the ideas, language and images vetted and pioneered for white papers in other content. 

  • Newsletters: We help our clients inform and engage their partners, team members and customers with newsletters tailored for target audiences. 

  • Articles and Blogs: LMO writes blogs and articles for client websites, third-party publications, and social media platforms (e.g., LinkedIn). We can support blogs and articles with social media content and integrated campaigns to increase reach and engagement. 

  • Webinars and Continuing Education Units: LMO’s in-house experts develop webinars and CEU-eligible content that educates audiences and generates leads.  

  • Award Submissions: LMO’s clients offload award submission writing and project management to dedicated LMO team members who know their products and can effectively gather supplementary information. 

  • Sales Sheets and Brochures: Since we know our clients’ products, we can produce sales sheets, brochures and other marketing collateral to support sales efforts. 

  • Multimedia Ideas and Scripting: Our team members develop ideas, talking points and scripts for client-owned podcasts, videos and other media. We also write talking points and scripts that manufacturer representatives can use in third-party media. 

  • Forum Talking Points and Scripting: LMO prepares talking points and scripts to prepare manufacturer representatives who speak at industry and policymaker forums. 

  • Policymaker Briefs: Our in-house technical content experts collaborate with manufacturer SMEs and third-party experts to craft policymaker briefs. 

  • Flexible Content Support: Our team provides ad hoc writing services to support immediate content needs, ensuring clients can respond quickly to opportunities, emergencies and industry developments. 

Results

  • LMO-crafted case studies, white papers, newsletters, blogs, articles, eBooks, talking points, scripts, briefs, webinars and CEU courses contribute to popular and professional knowledge and perceptions of VRF systems, inverter heat pumps, heat-recovery technology, air-to-water heating and cooling technology, water-source heat pumps, heat pump chillers, cold-climate heat pump applications, dual-fuel systems, heat pump water heaters, resilient fiber-cement applications, elevators, escalators, door-glass applications, ventilation systems, indoor environmental quality (IEQ), comfort, zoning, residential electrification, the A2L refrigerant transition, building management systems (BMS), Lean construction and other subject areas. 

  • Reduced workloads for internal marketing professionals by consistently producing credible, effective and meaningful content with no handholding needed. 

  • Empowered subject matter experts with technically sound scripts, presentation material and ghostwritten articles appropriately tailored for specific target audiences (e.g., commercial building owners versus architects versus HVAC contractors).  

  • Delivered credible content to support a 21-year program that helped popularize variable-speed, inverter heat pumps and variable refrigerant flow (VRF) technology, enabling one client’s sales growth from $60 million to over $1.3 billion. 

  • Elevated upstart companies into preferred manufacturers. 

  • Generated leads, goodwill, awards and influence for emerging brands and category leaders. 

  • Helped clients convey their positions on challenging issues and dispel misinformation by educating audiences. 

  • Built lasting value for clients with content that establishes and maintains authority, shapes audience perceptions, guides decision-makers and supports SEO.