Content Marketing Strategy: Earn Your Way into Consideration
By: Foundry | 3/24/2020
IDG’s 2019 Customer Engagement study found 72% of technology buyers say it’s challenging to find credible content. Why, we wonder, in a landscape where organizations are publishing a variety of marketing materials, is it difficult for tech buyers to locate enough quality, trusted information? The disparity here lies not with a lack of content, because users have more access to information than ever before, but the lack of the purposeful content delivered at the right time. Fortunately, there is an opportunity for tech marketers to use this value gap to their advantage, edge out the competition and reach key decision-makers with a thoughtful content marketing strategy. IDG’s MarketingFit Content Marketing 101 guide helps tech marketers enhance their content marketing strategy and stand out to buyers throughout the purchase process.
Here are some key takeaways from the guide that will help you create content that resonates with tech buyers and make your organization come to mind when it’s time to make a buying decision.
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- Focus on the Audience: Content marketing is unique in that it should put your audiences’ needs above your own messaging. As we all know, IT decision-makers are smart people. They can sense too much hype or a lack of quality, unbiased content and thus gravitate towards content that is authentic, educational, and straightforward. This guide emphasizes the importance that tech marketers should employ a customer-centric strategy and prioritize what is most important to audiences at different stages of the purchase process rather than overt promotions of their own products or services.
- Avoid “Random Acts of Content”: The term ‘strategic’ implies an established plan, not shots in the dark that you hope will garner traction. The guide includes a Q&A with IDG’s content expert Rob O’Regan, who, among other key responses, points to a lack of coherent themes or ‘connective tissue’ between assets as a roadblock to an effective content marketing strategy. For success in your approach, weave your message throughout multiple pieces of content that will follow buyers through their journey.
- Strive for True Thought Leadership: If we’re being honest, a lot of the content branded “thought leadership” is not a true display of authority or expertise. To separate your organization from the competition, it should be! This guide digs into the qualities true thought leadership must possess to be successful, and how to work with subject matter experts to accomplish it.
- Measure Success: How is your content performing? Every organization tracks progress differently, and what you deem a successful strategy depends on your defined KPIs and overall marketing goals. Explore a variety of key metrics to measure success and refine your approach as needed.
MarketingFit Content Marketing 101 is here to help you craft content to engage tech buyers, position your organization as reliable and consistent, and create content that truly serves the reader. In this shortage of credible content, your thoughtful and fresh approach will be a key differentiator to inquiring IT decision-makers and put your organization into consideration when it’s time to buy.