Content marketing in tech: How to get your content seen by the right audience
)
In an era where the digital landscape is saturated with an overwhelming amount of content, getting your message heard amid the noise has become a challenge. Gavin Jordan, the Open Mic Publishing Manager at The Drum, took the stage at Technology for Marketing to dissect the complexities of content marketing in the tech industry. In this article, we'll delve into the insights shared by Gavin, exploring how tech companies can navigate the content marketing maze to ensure their message resonates with the right audience.
Watch the Full Session Here
Key Insights:
Navigating the Content Marketing Problem
The session commenced with Gavin addressing the prevalent "content marketing problem." Despite 82% of marketers actively engaging in content creation, a staggering 70% of decision-makers find that most content provides little value. This disconnection highlights the pressing need to reevaluate content strategies to ensure meaningful engagement.
Understanding What Marketing Buyers Want from Tech Content
Jordan emphasized the importance of aligning content with what readers genuinely seek – information, advice, or entertainment. Instead of dictating what you want to tell your audience, crafting content with a purpose that aligns with the readers' needs is key to making an impact.
Effective Content Distribution Strategies
To tackle the challenge of visibility, Jordan offered strategic insights into content distribution. He highlighted the significance of researching industry trends, leveraging keyword tools, timing content around events, and selecting the right platforms to align with the audience's preferences.
Originality in the Age of AI
As artificial intelligence becomes more prevalent, originality becomes a paramount factor in content creation. Jordan advised against recycling existing opinions and instead urged tech companies to conduct fresh surveys and reports to establish themselves as true industry experts.
Tailoring Content for Different Platforms
A crucial piece of advice was the recognition that one-size-fits-all content doesn't cut it across diverse platforms. Jordan stressed the importance of studying each platform's audience and tailoring content accordingly to maximise its impact.
Valuable Content: A Gift to the Reader
In his conclusion, Gavin Jordan underscored the concept of valuable content as a "gift" to the reader. Valuable content, according to him, should be relevant, purposeful, and, above all, original. It's about providing value to the audience rather than presenting a sales pitch.
Latest News
-
)
Michelle Hurney, Head of CRM at Wonderskin, explores career lessons, customer engagement, and how data, empathy, and AI shape the future of retention-focused marketing. -
)
In today’s digital economy, high-profile social media influencers wield significant power over consumer behaviour. However, with great influence comes great responsibility. From Italy to the UK and be ... -
)
Meet the Top 100 Marketing Influencers Shortlist of 2025. The innovators, disruptors, and rising stars leading the way in marketing. This year’s ranking is still under wraps, and the countdown begins ... -
)
Automated compliance tools are essential for brand protection. This article explores their strengths, the risks of relying solely on AI, and why a hybrid approach ensures compliance and consistency. -
)
Saptak Bose, a global leader in adtech, shares insights from his adtech journey, lessons from Google, and advice for navigating the fast-paced world of marketing tech. -
)
We sat down with Rosie Bailey, the CEO of Nibble and out 2024 AI Startup Contest winner, to talk about her experience from 2024's contest at Technology for Marketing! -
)
Luiza Grinberg has worked at multiple prominent organisations, and today she shares her learnings from across her career, as well as how to create paid eCommerce content that converts. -
)
Meet the Top 100 Marketing Influencers of 2024 - the innovators, disruptors, and rising stars leading the way in digital, content, brand, and growth marketing. -
)
This month's eCommerce and marketing roundup explores UK tax shake-ups, AI's impact on SEO, voice commerce breakthroughs, and how platforms like TikTok and Threads are transforming the path to purchas ... -
)
Ekwy Chukwuji, founder of Equi Botanics, shares how she built an award-winning beauty brand, leveraged AI to scale her business, and became a thought leader in AI-driven marketing and automation. -
)
Bite-size updates on what happened in marketing and eCommerce this month, to keep you ahead of the curve and inform your campaigns. -
)
Lauren Hannifan, co-founder of Snug, shares how she built a standout D2C brand, disrupted the furniture industry, and created impactful customer experiences on a budget. Lauren's Career and Advice ...
)
){kind=logo}
){kind=logo}
){kind=logo}
){kind=logo}
){kind=logo}
){kind=logo}
)
){kind=logo}
)
){kind=logo}
)
){kind=logo}
){kind=logo}
){kind=logo}
)
){kind=logo}
)
){kind=logo}
){kind=logo}
){kind=logo}
)
){kind=logo}
