What is content marketing and how can it benefit your company?

December 11, 2013

Nowadays every costumer out there wants an engaging relationship in which they can exchange valuable content with the company they are receiving services from. It is now widely known that there is a new kid in Marketing Town, and yes this kid is as useful to the IT industry, as it is to other industries. This kid is “Content Marketing“. You might be asking yourself: “What is content marketing and how can it benefit my company?”

According to the Content Marketing Institute, content marketing is “a marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience with the objective of driving profitable customer action” (CMI)  The point of using content marketing is to create valuable content. As marketers that are helping IT companies in the midst of change, we must learn what our clients need the most, so we can plan strategies to help them. We are living days in which Twitter, Facebook and LinkedIn can do our work without us knowing. So, as content marketers we must know how to use these tools in all the right ways.

It is not only about selling something, is about creating value and making people engage with it. Give something to your clients that they can relate to so that they can understand better what you do and how you can help them. Facebook is a great tool these days, people are always scrolling that news feed like there’s no end to it. But, is that the only site you want to be in? We suggest you go big or you go home. Instead of focusing on Facebook, write blog post, white papers, provide webinars. These things attract audience and they get to know more about what you are selling without seeming like you are selling them. Once you grab their attention they will be intrigued to know more about your company and, if content is valuable enough, they will buy your products and services. For IT services companies, it is harder to sell, especially since they don’t have a specific software solution. All IT services companies sell is knowledge and experience that transforms into extraordinary service that help solve clients problems. Make sure you are letting your clients know you provide this value… and do it through content marketing.