As we approach 2014, many business executives are asking what they can do to get their audiences to notice them. Of course, there is no one answer for all businesses. The most effective strategy is usually determined by clearly defining the target audience of a business, the demographics of that audience and what it has responded to over time.
Deciding Who To Do Business With
For those companies whose audiences do research in order to become well informed before purchasing a product or buying a service, content marketing is often an important element to include in marketing communication outreach. In a study of over 1,400 B2B customers, the Corporate Executive Board found that customers are 57% through their buying process before they make contact with a company. This supports the idea that companies can benefit by having content that helps customers do their research and reach a buying decision.
Content Marketing Elements for Bay Area IT Company
Creating an effective content marketing program takes thought and strategic planning. With our client, Clare Computer Solutions, a San Francisco Bay Area business technology service provider, offering IT consulting and on-demand IT services to businesses, we developed a content marketing program developed around the company’s service areas that repeatedly drew customer interest. The content marketing program focuses on one service area or topic per quarter.
In the first phase of the Clare Computer content marketing program, the focus was on disaster recovery and business continuity. This topic was chosen because it was evident that the company’s clients were researching and calling with questions about what to do in the event of a network outage, server crash, malware attack and other scenarios. Elements of the content marketing program included, a white paper, “Disaster Recovery and Business Continuity: What You Need to Know,” several blogs on the topic, including one with video, a blog incorporating an infographic, as well as a press release focusing on the company adding Datto SIRIS, a backup, disaster recovery/business continuity vendor. In addition, the company promoted its content via email newsletters, social media, webinars, case studies and lunch n’ learn seminars.
Content Marketing in 2014
In 2014, we will continue with Clare Computer’s content marketing program, focusing on one topic per quarter, beginning with the technology refresh topic, which is very timely as a result of Microsoft no longer supporting Windows XP after April 2014.
Our content marketing work with Clare Computer is an example of how we work with companies to help increase awareness and build businesses. Content marketing will continue to be a hot topic in 2014, and there will be many individuals and companies selling content marketing services. However, not all of them know how to build and execute an effective program. Be sure to choose a team that will work with you to define and reach your audience and help your business to grow.
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