KnowledgeStorm Recommends Incorporating Emerging Media into 2007 Marketing Plans

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Based on the findings from KnowledgeStorm’s 2006 Emerging Media Series, marketers can harness the growing popularity of blogs, podcasts and online video to strategically increase brand awareness and become “top of mind” with their customers and prospects.

However, marketers do not necessarily need to go full steam ahead into investing in emerging media. There are ways to start small to decide what works and still get a leg up on the competition.

KnowledgeStorm Inc., the Internet's top-ranked search resource for technology solutions and information, has some recommendations for marketers to expand their reach and increase lead generation results in 2007. Based on the findings from KnowledgeStorm’s 2006 Emerging Media Series, marketers can harness the growing popularity of blogs, podcasts and online video to strategically increase brand awareness and become “top of mind” with their customers and prospects.

“The implication of emerging media for technology marketers is that they must adapt quickly to the changing preferences of the market and look for ways of delivering content that meet the merging professional and personal lifestyles of their buyers,” said Heather Foster, director of marketing, KnowledgeStorm. “However, marketers do not necessarily need to go full steam ahead into investing in emerging media. There are ways to start small to decide what works and still get a leg up on the competition.”

Some of the ways marketers can leverage emerging media to promote their brand and reach their customers and prospects:

  • Take a few of your best performing white papers and convert them to podcasts

In KnowledgeStorm’s podcast study, 55% of respondents said that they would be more likely to consume white paper content in podcast format. There are economical ways to covert white paper content into audio — or for those without white papers, use interviews to deliver educational content in an audio environment.

  • Dip your toes into the blogosphere

KnowledgeStorm’s blog study revealed that 80% of the respondents said that they read blogs at least once a month. At the very least, track what is being written about your company in the blogosphere and actively respond to the posts. Sites that aggregate blog content are efficient ways of finding and tracking that information.

  • Re-evaluate your content

The universal message in all of the Emerging Media Series studies is that as long as the content is good, technology buyers are interested in consuming it — whether it is delivered in a podcast, blog or video. Look at how your content is performing. Is it attracting the right audience? Is it being delivered at the appropriate phase of the buying cycle?

“Emerging media, specifically blogs, podcasts and online videos, is more pervasive in the B2B space than anyone thought and truly influences opinions and purchasing decisions among business and IT professionals,” said Foster. “These outlets also provide a golden opportunity for marketers to take a fresh approach in targeting and capturing the mindshare of their customers and prospects.”

For more information on KnowledgeStorm’s Emerging Media Series, or any of KnowledgeStorm’s library of research and best practices, visit: http://www.knowledgestorm.com/main/thoughtleadership/index.jsp.

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

KnowledgeStorm and the KnowledgeStorm logo are trademarks of KnowledgeStorm Inc.

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Denise Doyle
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