• Three Keys to Killer Content Marketing

    Content connects. Your customers and prospects look to you to provide the information and insight they need to make good buying decisions. White papers, videos, webcasts, case studies and research reports are shared within organizations and provide an easy way for your customers and prospects to compare and advocate solutions. How efficiently and credibly you provide that content—and how well you deliver it to busy decision makers over the noise—can make all of the difference as to whether your products and services make the cut.

    Most importantly, your prospects need to know what you know before they buy what you’re selling. Your technology product will be judged by the depth and quality of the information you provide about it during the buying cycle.

    UBM TechWeb recently conducted a study to explore how IT decision makers consume vendor-created content. Our research across more than 1,000 qualified respondents revealed several key insights into how IT pros view professional content, what they find most valuable, and how they use it within their organizations to make informed technology decisions.

    We uncovered significant dissatisfaction among decision makers about how vendors presented and delivered content—for the most part centered on a perception that much vendor content is designed solely to generate leads rather than provide useful information. Based on our research, we’ve identified three keys to overcome this perception with decision making content that your customers and prospects will find essential:

    1. Make your content credible.

    2. Make it relevant to your customers’ business goals and technology challenges.

    3. Deliver it efficiently into your customers’ workflow.

    Of course, the endgame of content marketing is to drive sales. But we believe that starting out with these three customer-centric goals will lead to much more powerful outcomes – for both your buyers and your sales team.  Download the white paper for details.

    Scott Vaughan is the Chief Marketing Officer for UBM TechWeb, the global leader in technology media and business information.UBM TechWeb Marketing Services deliver integrated marketing campaigns and programs including media solutions, lead and demand generation, events, online communities, content development and custom solutions.

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    Rating: 3.7/5 (3 votes cast)
    Three Keys to Killer Content Marketing, 3.7 out of 5 based on 3 ratings
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    2 Comments to “Three Keys to Killer Content Marketing”

    1. Kenny Madden Kenny Madden says:

      amen, amen, amen. IT vendors who force IT technology decision makes should call it lead bait not content marketing.

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