According to the CMI group, Content marketing is a technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving a customer action. Attracting prospects to engage in technology and solutions you offer is usually done through a variety of mediums such as syndicating content, social media, webinars, etc.
There is clear correlation between what content drives business. Content builds awareness in products and services, thus driving interested prospects in downloading your assets and inquiring.
Companies should also have a personal commitment to both content creation and management. According to Joaan Pan at Mashable, more than half 86% of companies rely on internal talent for content creation with some external support, and 14% outsource most work to freelancers for content.
According to the Roper Public Affairs, 80% of business decision makers prefer to get company information in a series of articles versus an advertisement. 70% say content marketing makes them feel closer to the sponsoring company, while 60% say that company content helps them make better product decisions.
Companies are now inclined to create content that people want to read; around 60% plan to spend their marketing budget on content creation over the next 12 months. Online syndication companies like NetLine, IDG, TechTarget, Techprohub etc will be a popular avenue for technology companies to syndicate their white papers for a nominal CPL thus creating demand and awareness for their products and services.
