Marketers Grade Themselves 'Average' in Their Ability to Effectively Target Content Online

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Recent KnowledgeStorm and ON24 Webcast addressed how savvy technology marketers can build and leverage effective online content strategies.

Technology buyers are not waiting for marketers to approach them with information

KnowledgeStorm Inc., the Internet’s top-ranked search resource for technology solutions and information, in partnership with ON24 , the global leader in Webcasting and video communication solutions, recently hosted a joint Webcast titled Strategies for Distributing Your Online Content : Why, Where and How based on KnowledgeStorm’s Intelligent Content Strategy methodology. When asked how they would grade their efforts to effectively target marketing content online, nearly 49% of Webcast attendees gave themselves a “C” grade.

Technology marketers are tasked with how to best leverage their organization’s content, and from there, marketers have to figure out how to translate that content into tangible results (e.g. sales leads). “Of the more than 300 attendees on the Webcast, less than 25% gave themselves better than a ‘C’ grade on their ability to effectively target online,” said Jeff Ramminger, executive vice president, KnowledgeStorm.

“Technology buyers are not waiting for marketers to approach them with information,” continued Ramminger. “Instead, buyers are proactively seeking company and product information online through a variety of sources. Marketers need to define why, where and how in order to effectively build and leverage effective online content strategies.”

KnowledgeStorm’s Intelligent Content Strategy can help technology marketers deliver maximum results from their online marketing campaigns — this strategy is built around a three-phase approach. Phase one is content targeting and development. Marketers need to identify their target audience; what message should be sent to this audience and in which stage of the buying cycle; and the best vehicle to deliver this message (e.g. white paper, Webcast, ROI tool).

Phase two is content distribution and syndication. It is critical to determine how to best distribute the content to reach the intended audience. This involves marketers utilizing their Website and outsourced content distribution networks to reach technology buyers searching online.

In this phase, marketers should take advantage of performance tools, such as Web analytics programs, to collect and apply content intelligence. More than 43% of attendees said they only refer to their Web analytics monthly, and 28% said they never review their Web analytics reports. “In order to put together an effective marketing strategy, savvy marketers need to know what’s working and how to improve the results of their online marketing programs,” said Ramminger. “Web analytics are crucial in gaining visibility into a campaign’s performance.”

Phase three focuses on collecting and leveraging intelligence gathered from online marketing programs. Through discussions and surveys with prospective buyers, as well as tracking buyer behavior online in aggregate, marketers can use dynamic content “feedback” to improve their organizations’ processes, campaigns and products.

According to Ramminger, information gathered in phase three enables marketers to shorten sales cycles, uncover competitive intelligence and understand their targeting effectiveness more easily. “Only 13% of attendees said that they are very aware of the strategies and tactics their competitors are employing,” said Ramminger. “By employing an Intelligent Content Strategy, marketers can utilize content intelligence to gain the upper hand in the marketplace, as well as showcase the true value of marketing within their organization.”

An intelligent content strategy and tactics are mandatory for today’s technology marketer. The result is more streamlined, effective marketing program that generates leads from buyers who are actively searching for solutions online. “By developing more effective content and making it available more efficiently to the right people,” says Ramminger, “marketers will influence everyone involved in the decision-making process at the right stages of the buying cycle.”

ON24 provides a Webcasting platform with rich media capabilities allowing marketers to deliver online programs, such as those geared to lead generation, to large-scale global audiences. ON24, through its polling and question capabilities, makes it possible to capture relevant statistics during Webcast events for use in post-event activities.

To learn more, listen to the replay of this Webcast: Strategies for Distributing Your Online Content : Why, Where and How, or download the white paper: How Savvy Technology Marketers Can Improve Results with an Intelligent Content Strategy.

About KnowledgeStorm

KnowledgeStorm 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.

About ON24, Inc.

ON24 is the global leader of Webcasting and video communications solutions. More than 500 leading organizations including Cardinal Health, Cisco Systems, CMP Media, Credit Suisse, Department of Education, Hewlett-Packard, National Science Foundation and Sun Microsystems use ON24 for activities such as lead generation, internal and external communications, conferences and events, product launches, training, continuing professional education, and executive announcements. The Company headquarters is located in San Francisco, with offices in Washington, D.C., New York and London. For more information, call (415) 369-8000 or visit http://www.on24.com.

“A World of Webcasting Solutions. One Webcasting Provider”™

KnowledgeStorm and the KnowledgeStorm logo are trademarks of KnowledgeStorm, Inc

Media Contacts:

For KnowledgeStorm:

Amber Reed

678-597-5910

For ON24:

Liz Sara

202-255-0134

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