IT customers today are overwhelmed with promotional information – emails, newsletters, Tweets, blogs, Webinars, podcasts, YouTube, Slideshare and even Facebook updates. With even CIOs doing much of their product research on-line, how can you as a marketeer cut through the clutter with quality content that keeps prospects engaged?
By thinking like an editor, and understanding where in the “value chain” of content creation you should focus your limited budgets. To help you create the highest-quality content as quickly as possible, I wrote “Content Marketing: Where to Place Your Quality Bets.” Based on 20+ years of reporting and writing about information technology, I describe why every vendor must be a publisher in today’s Web 2.0 world. I then explain where they should spend their content creation dollars along the “value chain” of content creation, from culling, polishing, and “truthifying” information to adding context and even delight.
Using real-world examples of press releases, blogs, email newsletters and Twitter feeds, I provide detailed guidelines for which steps in the content value chain are most important based on the specific needs of each IT market subsegment. You can begin using these guidelines immediately to decide where to focus your content creation budget.
You’ll also get tips such as:
· How to quickly determine how “newsworthy” your announcement is.
· How asking the right questions online can help promote your physical or virtual event.
· How to turn your weaknesses into strengths in marketing collateral, and
· How to tap your own staff for the knowledge nuggets that make for great reading.
Don’t keep throwing money at content creation without a plan. Download your free copy of “Content Marketing: Where to Place Your Quality Bet.s”
We’re all still learning how best to deploy content marketing for big-ticket, complex sales such as in IT. I’m curious to hear your comments, questions and suggestions for Volume II! You can also follow the discussion on my marketing blog or on Twitter (@BobScheier).