Recently The Content Marketing Institute conducted a study and survey of thousands of marketing professionals worldwide to determine overall trends and shifts in the marketing industry. It was discovered that content marketers specifically in the technology industry have desirable statistics and trends that are not currently found in other segments of the marketing industry. Interestingly enough, technology marketers tend to be focused on lead generation as a marketing goal, as opposed to brand awareness, and they use content to achieve this goal.
The Influence of Content on Technology Marketing
Technology marketers as a group have apparently discovered that brand awareness by potential clients is not effective at generating leads or sales. Website traffic is far more effective at generating leads and sales, so the goal has become generating more website traffic. The obvious question is how, and the answer is by creating more engaging content.
It is high-quality content that drives individuals to specific websites and holds them there. This type of content engages readers, answers important questions and can begin to build the trust that is essential to a successful business-client relationship.
Mediocre content may answer an individual’s most basic questions without truly capturing their full attention, while high-quality content can sell them on a company’s products and services–and perhaps even cause them to share the content with others, which further expands the company’s reach, creates better quality sales leads and increases conversion potential.
Seventy-three percent of technology marketers surveyed admitted that creating better content is one of their biggest challenges. Obviously, maintaining a website with high-quality content is an ongoing project, demanding time and effort to create.
Can You “Re-Purpose” Content?
For this reason, many technology marketers seek out ways to repurpose content. In doing so, they deliver important information to users, but in “new”, attractive packages.
Some re-purposing content ideas may include taking simple text documents and adding infographics throughout the document. Or, you might promote blog posts in a weekly tips newsletter, posting webinars to YouTube, and much more.
High-quality content is about more than simply having a lot of content. It is about having the type of content that matters to potential clients and customers. It is worthwhile to find out and answer client and customer questions with your content. This builds the trust that leads to a long-lasting business-client relationship.
We can help you with your SEO content to have your website running at optimal levels. We want your business to succeed and showcase the results you desire, by maintaining your online branding and marketing strategy. Contact us today at Web Content Development to start planning your content strategy!
