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
-
Technology for Marketing is thrilled to announce the formation of our 2025 Advisory Board – a diverse group of marketing leaders committed to reimagining the future of marketing events. Led by our S ...
-
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 ...
-
Janis Thomas, Managing Director at Look Fabulous Forever, on customer-centric marketing, eCommerce growth, and engaging the over-50s demographic for lasting success.
-
January 2025 in Marketing: TikTok's US Comeback, Sweaty Betty's Global Push, and Google's AI Leap
27 Jan 2025 Lily Tokmantseva, Head of Marketing & Content - eCommerce Expo, Technology for Marketing and IMRGCatch up on this month's biggest marketing stories—TikTok's uncertain future in the US, Sweaty Betty's first global campaign, and Google's latest generative AI tools for retailers. -
LELO's Luka Matutinovic: Product Innovation, Consumer Insights, And Breaking Taboos In Wellness And Beauty
13 Dec 2024In this interview, Luka Matutinovic discusses how LELO is staying ahead of industry trends with a focus on innovation and consumer-driven strategies. He reflects on his career journey and the key insi ... -
Carolyn Tang Kmet: eCommerce Evolution, Data-Driven Teaching, and the Future of Personalisation in Marketing
30 Oct 2024Meet Carolyn Tang Kmet, a seasoned expert in eCommerce and digital marketing turned educator at Northwestern University, as she shares insights on personalisation, data-driven marketing, and building ... -
Exhibiting at this year’s eCommerce Expo and Technology for Marketing was Greg Landon, Head of Marketing at lead conversion platform Leadoo, who we sat down with to discuss the most exciting trends he ...
-
Sam Heaton, CEO and Co-founder of direct mail platform Stannp.com to find out what valuable insights he gained from the shows and the major challenges eCommerce retailers will face ahead of peak shopp ...
-
Tjeerd Brenninkmeijer, Executive Vice President EMEA and Brand & Communications at eCommerce experience platform Bloomreach runs us through the best piece of advice he’d give newcomers in the industry ...