Publish or perish. That’s the impetus driving the importance of content marketing today.
If you’re like most technology, medical device or information services marketers, you probably consider content development — the creation of case studies, customer testimonials, white papers, surveys and more — to be one of the most-important tactics for brand development.
But how do you market that content?
Few marketers promote content beyond the real estate of their own websites effectively — yet it’s the single biggest opportunity you have today. Consider this: Global research and advisory firm Forrester Research defines content marketing as a key differentiator for tech marketers.
In an introduction to its recent research about content marketing, Forrester reported, “The business technology evaluation and purchasing process is now more than ever controlled by the customer, not the seller. Critical to that process is content that the buyer finds, that the marketer sends, and that sales delivers. However, one size does not fit all when it comes to content. As such, tech marketers must develop a content marketing strategy that provides the right content, at the right time, to the right buyer/influencer via the right marketing vehicle.”
And what are those marketing vehicles?
Fortunately for technology marketers, you have an abundance of ways — some even free — to curate company or product content and connect it with buyers. We invite you to read our report, “10 Ways Companies Can Market Content Now” to pick up a few ideas. Then share with us the successes you’ve had with content marketing — as well as your frustrations — so we can create a community of strong content marketers together.