Slides and Recording from: Content Marketing for Tech Firms Webinar
Recently I presented a webinar: Content Marketing for Tech Firms and Other Niche or Specialized Products & Services. I have posted my slides with an embedded recording on slideshare.
Content Marketing is a hot new term for a method of establishing credibility that has been around for years. Consultants, developers, professionals in all sort of industries have positioned themselves as thought leaders by creating content that shows their expertise.
SEO has created new demand content-based marketing tactics.
But can products and services that are highly technical, complex or of use to only a small niche market benefit from common content marketing strategies?
In Portland, Maine I am involved with several groups that help businesses grow.
One that runs a bit under the radar is House of Genius. These monthly sessions are closed to the public to protect the confidentiality of the entrepreneurs, but as part of the organizing team, I get to see all the business owners present themselves. Each entrepreneur has 5 minutes to give background information about their company and ask for help with a specific issue they are having.
It has been eye-opening for me to see how many entrepreneurs struggle to distill makes their product or service unique. Many have trouble quickly tell the story of why their business is important in the marketplace.
Recently, I’ve been answering a lot of questions about content marketing. It’s something we’ve been doing successfully ourselves and for our clients for a long time. The term content marketing is a big buzz word right now, and everyone seems to jumping on the bandwagon. As a result, it can be hard to stand out over the noise.
We have access to many of our client’s Google Analytics so we can really see how effective their web site is for driving traffic. We’ve seen that small businesses who do little to promote themselves on the internet quickly fall to an extremely low volume of web traffic. On the flip side, we’ve seen that implementing a content marketing strategy can be extremely successful at bringing prospects in to a web site.
Most of our clients would not be comfortable with us sharing the details of their web site traffic and other marketing data. Therefore, I thought the best way to demonstrate how effective we are at content marketing is to share a few of our own stats.
Content marketing is the “in” marketing strategy.
Where did this idea come from and should you use content marketing to promote your own brand?
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