This is part six of a six-part series on marketing essentials for IT Services Providers. Feel free to start with part one.
When it comes to content, it is crucial to employ useful, informative, and creative material that compels buyers to do something (like read another eBook, download a case study, complete an assessment, or pick up the phone). It is critical to be able to measure the performance of this content as well. You must determine what is deemed to be useful, informative, and entertaining, and the end result will always be educational. The way that you plan, write, and arrange content will establish whether or not people will be drawn to your material. This is only achievable if you have the correct processes in place.
Getting the Most from Content
Many marketers are currently creating content as part of their digital strategy, but are unsure as to whether they are investing time and money in the right areas. Content marketing can be a challenge for some small business owners that are not well versed in the subject. Without the proper training, or guidance from a trusted source, they may find themselves putting time in less beneficial areas, or missing key opportunities. Therefore, it’s key to either invest the time in learning about proper content marketing practices, or to outsource to an agency or firm that specializes in content process.
Please take the time to consider the following content marketing statistics:
- 90% of B2B marketers in North America are using some form of content marketing. (Statetofinboundmarketing).
- 60% of them will use content marketing on a weekly basis. (Marketo).
- Over 41% of all marketers conclude that content marketing has a positive return on investment. (EMarketer).
- Whitepapers used to be the most popular form of content marketing; now 95% prefer shorter forms of communication. (DemandGenReport).
- 82% of prospects find that relevant content is the most useful to them. (DemandGenReport).
Create an Agenda
In addition, you’ll need to create a well-planned promotional agenda that gets the content out to people. For this step, there must be a clear understanding of which action to take. This needs to be determined by studying what the customers do with the information they are provided with. We’re not saying not to spend money on promotion; we’re saying that in order for it to be effective, it needs to be well-planned. That means you have to have all of the other pieces in place first. It is essential to have up-to-date knowledge of LinkedIn, Facebook and Google, and to understand how this type of promotion is performing for other organizations.