In this article, we’ll discuss:
- The marketing challenges IT companies face
- Why a B2B marketing strategy is important
- Why content marketing works so well
©Peopleimages / Adobe StockThe tech industry’s continued expansion
Market analysts report that by early 2023, the size of the global IT services market was between $8.2 trillion and $8.8 trillion, according to Grand View Research and The Business Research Company. The analysts project the market to keep expanding, growing by between 8 percent and 11 percent during the next five to seven years.This growth is great news, but it also means stiffer competition in an already very crowded marketplace. Because of this, you need to find effective ways of reaching potential customers so you can show them who you are, what you can do for them, and why you stand out among the competition.
B2B marketing in the IT industry: Complex, and crucial
As technology continues to evolve and new products and services emerge, IT is more complicated than ever. At the same time, buyers of IT services are doing more research and taking longer to make decisions on IT spending.So, how do you spotlight what your company can do and how it shines brighter than your competition? The best way is through engaging, customized, content marketing.
Reaching your audience with custom content
Content marketing involves producing and distributing high-quality educational content that your audience finds valuable and interesting. This can include blogs on your website, videos, podcasts, white papers, books and e-books, as well as email marketing campaigns and regular social media posts. These strategies help establish your IT company as an authority, get the attention of potential clients, and strengthen connections with your customers.
©SFIO Cracho / Adobe StockWhy does IT content marketing work?
More than ever before, companies are seeking more knowledge about the best ways to handle their IT needs and decisions. Educational content written in a straightforward and no-nonsense way answers their questions, offers them something new, and is an excellent way to establish your expertise out there among the competition. It builds brand awareness and provides people with something they need, while fostering confidence in your industry experience.Dummies Custom Solutions: Great Value for Boosted Recognition
Social media, blogs, and email marketing campaigns are important tools to stay on top of, but if you’re looking for an additional way to distinguish yourself in today’s crowded marketplace, consider Dummies Custom Solutions, a Wiley offering.You know Dummies — everybody does. People around the world turn to Dummies books and e-books when they want Learning Made Easy. We’ve been around a long time, and our brand awareness and book sales continue to grow. That’s because with Dummies, people trust they will get straightforward, accurate information presented in a fun, easy-to-understand way.
Working with the Dummies Custom Solutions editorial team, you get a fully customized Dummies book and e-book for your company or product that you can distribute in a variety of ways, including:
- Sign-ups on your website
- Webinar attendance
- Trade shows and other events
- Email marketing campaigns
- Boost awareness of your company or product
- Nurture relationships with current clients
- Establish your company as an authority/expert/thought leader
- Generate leads
What’s more, Dummies is a brand of Wiley, a multinational publisher and global leader in research and education. You can boost your sales, leads, and recognition as an authority by co-branding with Dummies and Wiley.
Case Study: Thron
Key objectives:
- Increase awareness of Content Intelligence and the THRON brand, thanks to the proven authority of the Dummies books
- Become recognized experts on Content Intelligence, thanks to the easy way to explain difficult things that characterizes the Dummies books
- Find new companies interested in our Intelligent DAM
How were the assets used?
- Free e-book to download from our websites to inform and develop people on CI
- Free promotional materials for events to widen the audience and make them aware of the topic
- Gift for our clients and THRON employees to strengthen engagement
What results did you see?
- 8,000 e-books downloaded
- 750 print books given out
How have your customers reacted to the book and what feedback have they shared with you?
The book was really welcomed. It helped the customers to improve their usage of the software; on the other hand, it speeded up the onboarding process of new clients. Some of them even chose Content Intelligence For Dummies as their summer reading!“The proven experience of Dummies was a great lever for us to spread the voice about an increasing strategic topic, like Content Intelligence.” –Nicola Meneghello, founder and CEO of THRON, author of Content Intelligence For Dummies