Technology buyers are not waiting for marketers to approach them with information; instead, buyers are proactively seeking company and product information online through a variety of sources.
Atlanta, GA (PRWEB) November 2, 2005
KnowledgeStorm (http://www.knowledgestorm.com)] , the Internet's top-ranked search resource for technology solutions and information, announced that Jeff Ramminger, KnowledgeStorm's executive vice president of products, technology and marketing, discussed a new strategic marketing concept — intelligent content strategy — at Software Business 2005. Savvy technology marketers can improve campaign results by building and leveraging intelligent content strategies.
Research shows that 93 percent of technology buyers start their research process on the Internet. These business and technology professional are ultimately looking for relevant content that can help them make better purchasing decisions. But with the increasing volume of content available online, there is a strong need for technology vendors to be found online as well as better differentiate themselves. Marketers can use a more intelligent strategy for targeting, distributing and leveraging their content online.
"Marketers are constantly tasked with how to best leverage their organization's content, and from there, they have to figure out how to translate use of that content into tangible results (i.e. sales leads)," says Ramminger. "Technology buyers are not waiting for marketers to approach them with information; instead, buyers are proactively seeking company and product information online through a variety of sources."
An intelligent content strategy will help technology marketers deliver maximum results through a strategy built around a three-phase framework.
Phase One is to develop a targeted strategy around intelligent content . Marketers need to identify who makes up their target audience, what message should be sent to each group during which stage of the buying cycle and the best content vehicle to deliver this message.
Phase Two is to determine how to best distribute the content to reach the intended audience. This involves leveraging their Website, content distribution networks to reach technology buyers searching outside of the company's corporate Website, and other outbound and in-person communications.
Phase Three is to collect and leverage content intelligence through discussions and surveys, as well as "watching" the user's behavior online and getting dynamic content "feedback," then pushing this information back into the organization to improve processes, campaigns and products.
In recent study done in partnership with the CMO Council, KnowledgeStorm found that 58.3% of technology buyers use vendor white papers most frequently when researching products and solutions online, followed closely by product reviews (53.8%) and analyst research reports (52.2%).
From this same study, KnowledgeStorm also discovered two other very important statistics. First, that more than 68% of technology buyers are starting their online research with search engines and directors. And second, that more than 94% of study respondents say they are "somewhat to very satisfied" with content available online.
"These results show that online marketing and an intelligent use of content are mandatory tools for today's technology marketer," says Rammginer. "By developing more effective content and making it available more efficiently, marketers will influence the most important decision makers at the right stages of the buying process. The result: more streamlined, effective marketing programs that generate leads from people who are actively searching for solutions."
For more information, please click on the following links:
- Read the Intelligent Content Strategy White Paper
- Learn how online content influences IT buying from our study with the CMO Council
- View the study results in our recent Webcast presentation: Define What's Valued Online
KnowledgeStorm (http://www.knowledgestorm.com)] is the Internet's top-ranked search resource for technology solutions and information. Leveraging the KnowledgeStorm Network of premier partners and its extensive search expertise, KnowledgeStorm is able to reach technology buyers and deliver the information they need no matter where their search begins. KnowledgeStorm, with its network, search expertise and performance tools and services, is a powerful resource for technology vendors , providing them the most opportunities to reach buyers on the Internet and convert them into Web leads. For more information, call (877) 340-9274 or visit http://www.knowledgestorm.com.
KnowledgeStorm and the KnowledgeStorm logo are trademarks of KnowledgeStorm, Inc.
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