Tech Content Marketers Talk Content Creation Challenges, Tools, and Trends [New Research]


Does any trade face a extra advanced viewers journey and advertising and marketing/gross sales course of than B2B expertise? Consider the quantity of people that affect a sale, the size of the decision-making cycle, the competing pursuits of the individuals who buy, implement, handle, and use the expertise. It’s so much.

Whether or not they’ve essentially the most troublesome jobs, tech content material entrepreneurs really feel the problem of that complexity. In CMI’s newest analysis, 68% of tech content material entrepreneurs named creating content material that appeals to a number of roles as their high problem.

Top problem for 68% of #tech content material entrepreneurs: creating content material for a number of roles. @CMIContent #analysis Click To Tweet

Despite this, many tech entrepreneurs assume nicely of their content material advertising and marketing packages: 75% say their group’s content material advertising and marketing is extra profitable in contrast with its efficiency a 12 months in the past.

These are just a few of the findings in Technology Content Marketing 2019: Benchmarks, Budgets, and Trends sponsored by IDG Communications, Inc. The new report seems to be at responses from 364 content material entrepreneurs at for-profit expertise firms who participated within the ninth annual Content Marketing Institute/MarketingProfs survey performed in June/July 2018. The respondents embody tech entrepreneurs at B2B (85%), B2C (three%), and B2B and B2C firms (12%).

Here’s what else they advised us about how they use content material advertising and marketing.

Struggle to create content material for a number of roles is actual

I discussed that 68% of tech content material entrepreneurs total say they wrestle to create content material that appeals to a number of roles. And that is sensible, contemplating the many individuals in distinct roles who affect a tech buy.

This discovering is likely one of the few wherein the tech content material entrepreneurs who contemplate themselves very/extraordinarily profitable (labeled high performers within the chart beneath) wrestle virtually as a lot as everybody else (66% vs. 68%).

Only one different discovering noticed the distinction between high performers and the general respondent set at lower than 10 proportion factors: 91% of tech content material entrepreneurs who’re high performers say their group cares about creating content material to construct buyer loyalty as in comparison with 82% of all tech entrepreneurs.

Click to enlarge

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Difficulty surfaces on the backside of the funnel

Only 53% of tech entrepreneurs mentioned they used content material advertising and marketing efficiently to construct buyer loyalty over the earlier 12 months. That success is so much lower than their reported success for early funnel targets – creating model consciousness (84%), producing demand/leads (80%), and educating audiences (74%).

Only 53% of tech entrepreneurs use #content material efficiently to construct buyer loyalty. @CMIContent #analysis Click To Tweet

Interestingly, 73% of high performers reported success utilizing content material advertising and marketing on the buyer loyalty stage. What’s behind that 20-point disparity between the highest performers and all performers?

One doable clarification lies within the space of crafting content material for the levels of the customer journey. While practically all (90%) of the highest performers mentioned they at all times/incessantly do that, fewer tech entrepreneurs total (62%) at all times/incessantly craft content material for particular levels. Given how individuals’s informational wants within the earlier levels differ dramatically from the assist wanted as soon as they close to or decide, tailoring content material to the place your viewers is within the course of is a brilliant transfer.

Tailoring #content material to the place your viewers is within the shopping for course of is a brilliant transfer, says @KMoutsos. Click To Tweet

If you’re working to grasp what your viewers, potential patrons, or prospects want, dig into these assets for assist:

Most have (literal and proverbial) instruments to fulfill challenges

Yes, tech entrepreneurs really feel strain to fulfill the advanced wants of the varied roles amongst their audienc­es throughout their journeys. The excellent news is they’re working with numerous the instruments they should succeed.

Audience analysis

Many (65%) mentioned they use personas, and one other 20% deliberate to make use of them by the top of 2018.

And they use a wide range of strategies to analysis their viewers wants: 80% use gross sales crew suggestions and 71% verify web site analytics. Just over half (55%) talk immediately with prospects by conversations or buyer panels.

55% of #tech content material entrepreneurs analysis their viewers by speaking to prospects. @CMIContent #analysis Click To Tweet

HANDPICKED RELATED CONTENT: 5 Questions to Ask Your Customer Support Team to Help Build Buyer Personas

Nurture techniques and content material

If you’re fascinated with becoming a member of a tech firm’s content material advertising and marketing crew, brush up in your e-mail abilities. Nearly each tech marketer (92%) mentioned they use e-mail to nurture their audiences.

Nearly each #tech marketer (92%) mentioned they use #e-mail to nurture audiences, says @KMoutsos. @cmicontent #analysis Click To Tweet

That’s not all they do, in fact: 79% say they create instructional content material for nurturing and 67% use in-person occasions.

Email and instructional content material are available in many varieties. Not surprisingly, loads of tech entrepreneurs (64%) reported elevated use of video in comparison with the earlier 12 months. But practically as many (63%) mentioned they elevated their use of written digital content material like articles, weblog posts, and e-books. And greater than a 3rd (37%) mentioned they elevated their use of podcasts and audio books.

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Content expertise

Marketers in tech firms aren’t missing for content material expertise. Most tech entrepreneurs (85%) mentioned they use social media publishing and analytics instruments and 82% reported utilizing e-mail advertising and marketing software program. Other applied sciences extensively utilized by tech entrepreneurs embody:

But are tech entrepreneurs more adept with content material tech than different entrepreneurs? Yes, tech entrepreneurs have an edge.

Thirty-six % of tech entrepreneurs described their group’s proficiency with using content material advertising and marketing expertise as knowledgeable/superior. Another 39% described their proficiency as intermediate.

Compare that to the enterprise marketer phase we not too long ago explored. Only 24% rated their group’s proficiency with utilizing content material advertising and marketing expertise as knowledgeable or superior (that’s one-third lower than tech entrepreneurs), and 38% thought-about their proficiency to be on the intermediate stage.

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How does your expertise evaluate?

The entrepreneurs on this analysis appear to have most of what they should deal with the difficult challenges inherent in expertise advertising and marketing. They’re doing the viewers analysis they want, they’re nurturing these audiences, and they’ve received applied sciences (and abilities) to use. How does that evaluate to your expertise working at a tech firm (or in content material advertising and marketing on the whole)?

Download the Technology Content Marketing 2019: Benchmarks, Budgets, and Trends report for extra particulars on:

  • Challenges distinctive to tech advertising and marketing
  • Budget and spending developments
  • Goals and metrics in use

Be the primary to get Content Marketing Institute’s newest analysis. Subscribe to the free weekday e-newsletter. 

Cover picture by Joseph Kalinowski/Content Marketing Institute




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