For just about every industry, good content is essential for helping to increase search engine rankings and drive traffic to your website. But technology companies, specifically, need to go beyond that and use content marketing to demonstrate their industry expertise and establish their leadership position. The Content Marketing Institute recently released the findings from their 2015 B2B Content Marketing survey. I want to highlight a few key points and discuss how they relate to B2B technology companies.
1) “70% of B2B marketers are creating more content than they did one year ago.” Technology companies have been using content marketing long before the Internet and social media. Whitepapers, technical articles, case studies, conference participation, etc. have all been used to create product awareness, educate buyers, and fill the pipeline with leads. But the Internet has allowed these companies to expand their reach and vary their content in the form of videos, webinars, eBooks, slide presentations and more, in order to reach the widest possible audience. For companies that have been slow to adopt these changes, here are a few suggestions on how to repurpose your existing content for the new platforms and develop an effective content marketing approach:Continue reading