Often, digital content is the first point of contact of potential customers with a business. The marketing strategy of the business should be reflected in the content, which should be created with a specific target troup and category entry point in mind and aligned with your company's value proposition.
In the IT and consulting industries, most compaines have understood the advantages of content marketing, but many make mistakes in the execution phase.
These three content marketing mistakes are very common in IT and consulting businesses. Partially, they're structurally facilitated by the market environment and by typical company structures in this sector. However, they can be fixed with targeted solutions.
An absent big picture is often caused by the pressure to always be ahead of the curve . A pressure that many IT businesses and consultancies are very familiar with.
In marketing teams, this pressure manifests in the urge to quickly jump onto every new bandwagon and to join the discussion. As a result, marketing teams often forget to prioritise content that highlights the actual strengths of their business and that allow them to say more than the competition, instead of saying the same things more quickly.
Often, the organisational distance between sobject matter experts and marketing teams is too big. There are barely any possibilities for exchange.
Plus, subject matter experts struggle with making time to provide content for the marketing teams next to their daily project tasks.
And marketing teams often struggle to really understand content provided by the subject matter experts, and thus fail to translate it into marketing content.
Many companies have an outdated view of marketing content: First, you create a white paper. Then, your promote it.
What they don't take into account is the large quantity of base knowledge that went into the whitepaper. This knowledge could easily flow into numerous other content formats along with the whitepaper, without taking away from it or becoming too repetitive. This way, you can easily make a dozen content pieces out of a single one, with marginal extra effort.
When your content marketing is further professionalised, the impact can be significant. Based on where you're starting off from, you'll be encountering a striking before-after-effect:
Your marketing content will be more relevant for your customers, and more convincing. Your marketing teams have an easier time receiving high-quality raw content from subject matter experts, and processing it into marketing content, which is now turned into a larger number of formats than before.
Put briefly: your content marketing quality will increase, while saving time and money.
As versatile as an agency, as personal as a freelancer – with kraatz digital you always have the choice whether I will only implement a specific topic for you or also assist in the operationalization of the results in your company.
