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<\/p>\nTechnology and the services that connect them all have seen massive growth in the past few years. And we are just getting started. With the advent of Artificial Intelligence and Machine Learning, we are now seeing software that teaches software how to write better software.<\/p>\n
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Content marketing emerged early on as a driver of technology and IT Service company marketing strategies. It was resisted at first because many product folks and engineers thought of marketing as a bad word and akin to lying. IT people don’t want to be marketed to (aka sold to or lied to), they would say. I was called a “marketeer” by many of these product engineers early on in my career. It was not a complement.<\/p>\n
But content marketing helped to change the conversation<\/a>. Technology and IT Service buyers need to be educated on the context of new technology. Content marketing helped engineers to see that marketing could be helpful<\/a>. Creating and publishing content that answers the questions on the minds of your prospects and customers is how you start to build trust, get measurable traffic to your website, and leads for your IT services.<\/p>\n I define content marketing<\/a> as a marketing strategy that consistently<\/strong> publishing customer-focused<\/strong> content<\/strong> on your website that allows you to reach and convert<\/strong> new customers for your business.<\/p>\n So ads, product promotions, lies of any kind, and brochures do not fall under the realm of content marketing.<\/p>\n Content marketing is more important in industries where the educational needs of the buyer are high. That’s why Technology, healthcare, finance and IT Services see the highest penetration of content marketing. Because your buyers demand it.<\/p>\n Quick Takeaways:<\/em><\/strong><\/p>\n So we\u2019ve assembled a list of what you need to know <\/strong>and how to implement content marketing<\/a> for your brand to maximize the value of your content marketing efforts for your<\/strong> IT Service business:<\/p>\n Know Your Audience [WHO?]<\/strong><\/p>\n The first step in deciding what content to write is understanding who you’re writing it for – your buyer persona<\/a>.<\/p>\n For a B2B IT services, your target audience is usually business owners and technology leaders. But as I love to say, Personas are great except when they suck<\/a>. What they call themselves, how old they are, your fake names for them – aren’t going to help you create great content.<\/p>\n WHAT Are They Interested In?<\/strong><\/p>\n You need to focus on topics of interest<\/a>. What are their top challenges, concerns, questions. What kinds of things are they interested in? What are the hottest topics in your industry.<\/p>\n Source: Forbes<\/p>\n WHY do they care?<\/strong><\/p>\n You need to answer the WHY for your persona and how it related to your business, like we did here<\/a>. (and many other ways!) Why is privacy, security, cloud, digital transformation important?<\/p>\n WHEN to publish<\/strong><\/p>\n Our research<\/a> shows that businesses that publish more than once a week, see 4-5x more traffic and leads than those who publish infrequently or not at all.<\/p>\n It’s also important to remember that your buyers are searching for answers to their top business challenges every single day!<\/p>\n And of course I love to say that Google is looking for your website to have a heart beat, a cadence, a rhythm that it can see from regular blog posting<\/a>.<\/p>\n WHO Writes<\/strong><\/p>\n If your IT business is a start-up<\/a> or a longstanding pillar of industry, you got to where you are by excellent technicians, service people, and sales reps. Experts in their fields of study and champions of excellence.<\/p>\n But they probably aren’t writers<\/em>. If you haven’t already, you’re going to have to track down quality writers with proven blog-writing (or even journalism) experience. Ideally, you’re looking for people plugged into the tech or cybersecurity spaces to fill out your website and enhance your content marketing efforts.<\/p>\n But hiring blog writers<\/a> directly is expensive and time-consuming. You can always try and hire freelancers or work with a writing agency.<\/p>\n There’s pros and cons to both, but you have options when considering content creation for your digital marketing efforts. We believe outsourcing content<\/a> gives you an advantage because you can get the best of all worlds: experienced writers, less cost than full-time hires, less hassle than finding the write ones.<\/p>\n However, blog writing isn’t the only type of content you want to consider in your content marketing. These days videos, animations, demos, customer testimonials are also important.<\/p>\n Take this example from SaberVox Cloud Software:<\/p>\nThe Big Picture of Content Marketing<\/strong><\/h2>\n
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What You Need to Know For Content Marketing Your IT Services<\/strong><\/h2>\n
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