‘7 Things Top-Performing Technology Marketers Do With Their Content [New Research]’ – CMI
Lisa Murton Beets says, “Technology marketers have tough jobs. Not only must they master their company’s sometimes complex products and offerings, but they also need to communicate quickly and succinctly — and in a way that is different from what their competitors are doing. Complicating matters is the long and often complex buyer’s journey.
But, there is good news. According to our latest research, as reported in Technology Content Marketing 2017: Benchmarks, Budgets, and Trends—North America, sponsored by IDG, 64% of technology marketers say their organization’s overall content marketing approach is much more or somewhat more successful compared with one year ago; 92% of those marketers attribute that success primarily to doing a better job with content creation.
So what specifically about content creation is working? Technology marketers who are most successful with content marketing (i.e., this year’s “top performers”) often approach content creation differently when compared with their less successful peers”.
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