Are you content with your content?

Content is one of the most valuable weapons any company can have in their armoury – it is the energy source for your entire inbound marketing strategy. Creating and delivering consistently high-quality content that is fresh and appropriate to each of your target audiences is vital for bringing in new leads and retaining customers. People absorb information in different ways – audio, visual, written, graphical and hands-on experience may all play a part in the way a potential buyer learns about your solution.

Content marketing should be high on every company’s agenda, but B2B technology firms in particular can benefit from a strong, consistent content marketing strategy. With complex, lengthy sales cycles, multiple stakeholders, and the ever-widening information gap between buyer and seller, technology buyers will spend more time researching possible solutions, getting educated and gaining insights from peers and other groups before engaging with solution providers.

If you are unsure of exactly how content marketing could be an asset to your organisation, here are just some of the reasons why technology companies should be making the most of it.

• Long lasting benefits – Every time you produce a piece of content you are creating an asset that will be around as long as you are.  By creating a timeless piece of quality content that delivers clear value to the reader, you will continue to reap the benefits well into the future.

• Low cost & high ROI – Given the longevity of content on the internet, the investment in content creation – blog, content offers, social etc. – provides a better return than say, an exhibition brochure or a direct mail piece that gets binned or an email that is deleted.

• You already have it – Whether you know it or not, every software business has content in some form or another and you are no exception. It doesn’t have to be a regular output of blog articles or a 50-page whitepaper – absolutely anything from technical brochures and presentations to tutorial videos is a valuable asset ready to be repurposed and repackaged as part of your content marketing strategy.

Content marketing provides huge value to software companies, and a well-defined, consistent strategy can bring in a wealth of benefits when it comes to generating leads and creating awareness of your business. Click below for more reasons why software companies should be leveraging content as part of their inbound marketing strategy.