Content marketing is arguably one of the most important aspects of your overall approach to winning new business. It’s also one of the most difficult techniques to get right, each time, over a period of time.
Before we get started on the details, let’s examine what content marketing is. Content marketing for technology firms is a strategy based on producing and distributing material that is valuable and interesting to your target audience. That content can come in many different formats. Common examples include blogs, white papers, podcasts, videos, webinars, and even books.
No matter the format, content must be educational, not promotional. It should address the issues and priorities of your target audience, not overtly sell your services. There is a place for promotional content like news about your new product or office or latest hire, but these types of content aren’t great for bringing in new business the way educational content can be.