The real ROI for tech content is much greater than most people recognise. Content enables businesses to access the most effective way to target and engage audiences globally.
Technology brands that excel in content marketing activities can access, enhance and shape the way in which their brand is perceived in the market. Implementing an integrated concise content marketing strategy has shown to dramatically increase exposure, reach and engagement levels for technology brands.
Here are 6 ways technology brands are getting ROI on content marketing:
- Proactively shape market perception
Delivering compelling and consistent content enables technology brands to positively shape perception, convey marketing messages, and maximise awareness in their market. Content marketing provides technology brands a platform to position themselves as key influencers and decision makers in their respective fields. Sharing and forming opinion based content around brand interests, hot topics and trends, allows readers to identify with brands and form relationships.
- Driving more traffic to website
By exposing, engaging and influencing your target audience to perceive your brand in the way you desire, the impact on the purchasing decision making process is the next step. Content creates conversion opportunities. Effective content simply drives potential customers to brands landing pages, ultimately to be influenced by marketing and sales strategies.
- Influence multiple decision makers within an organisation
Content isn’t just about driving traffic to your website or corporate blog, it’s about giving your prospects online and offline an opportunity to engage with you. Branded content creates influence within your market and in turn influences the key decision makers that make your brand relevant.
- Creating a long term track record of success
Forming trust no matter what market you’re focused on is key. Publishing consistent content allows tech brands to outline strengths, personality and product innovations directly to your consumer base. Conveying continued success and growth creates relevance and authenticity for technology brands.
The creation of an online and offline content history allows potential consumers to form relationships with brands and provides firm validity in the purchasing process.
- Define who you are, not just what you sell
Portraying brand personality or personas has become a crucial tool in forming B2B and B2C relationships. Customers and businesses use products and brands to align who they are and what they’re interested in every day. This self-actualisation concept is the same for technology brands.
Content isn’t focused on just the direct selling of branded products but creating an identity and bond in which to sell consistently and repeatedly over the course of a brands life cycle.
- Efficiently create touch points for sales
Content marketing is the most effective way to populate multiple touch points and deliver brand messaging to vast audiences, both online and offline. Using content to communicate product developments, news, brand messaging and personality on multiple platforms allows technology brands to cast a vast net over a huge potential population and engage their target audiences on a range of levels.
Research has shown that the average user needs to see something 5-7 times before they trust it. Enabling multiple channels of branded content communication is therefore fundamental to technology brands’ global success.
The critical aim for any technology brand creating content should be to create differentiated, innovative and accessible content that allows customers to engage in the brands narrative, product offering and call-to-actions.
If you'd like to learn more, check out our B2B Marketing Checklist
