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Content Marketing in Technology and Mobile Industries: What to Look For in the Next Year
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DECEMBER 2017
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Content marketing in the technology and mobile space can fill like an uphill climb. Like any other industry, it’s important to know your audience and create top-notch content for readers—and present it in a way that isn’t already done a thousand times over. While there is certainly a lot of competition for content marketing in this technological era, the right content can catapult your brand to the next level.
The latest data released by Content Marketing Institute gives an inside glimpse on how brands are using content marketing today. It also gives an overview of what type of content is helping companies achieve specific goals. When you invest in high quality content that is well-researched, creative, and educational, you can’t help but win over a new wave of clients.
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Diving into the Numbers of Content Marketing
Technology and mobile need content marketing to help cut through its heavily saturated industry. Brands in this industry are turning to content marketing to help boost online visibility, engage customers on social media, and more.
According to the 2018 benchmarks via Content Marketing Institute, marketers plan to spend up to 30% of their entire marketing budget on content. Respondents of the same survey also indicate that they plan to spend up to 8% more on content than what they spent in 2017.
These budgets are applied toward countless types of content, including blogs, eBooks, case studies, and more. To get the most out of your return on investment with content marketing, you’ll want to analyze the information your customers are searching for every day. Once you have some direction in this sense, teaming up with a content writing company such as Iris Content will take your efforts to the next level.
As a technology or mobile company that primarily focuses on B2C transactions, there are even more statistics to consider within the next year. The 2018 benchmarks overview the following as the most popular and effective content types:
Social media content (non blog posts) 90%
Articles on brand website 81%
Blogs 77%
Infographics 62%
These are just a few insights on how your competition might be spending their content marketing budget over 2018. Since you have a few ideas in mind in terms of trending content now and in the future, you might be wondering how to determine a budget.
The following includes a few guidelines to consider.
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How to Create a Budget for Content Marketing
If you’re a technology or mobile company that is new to content marketing, figuring out where to start with your budget likely has you scratching your head. It’s important to note that you typically get what you pay for with content. While there are services available to write content for an exceptionally low amount of money, the writers are rarely native English speakers. You may also run into a lot of typos, grammatical errors, and even factual errors.
With this in mind, consider the following for your content marketing budget:
The size of your company (in terms of employees): Large companies typically have bigger goals with content marketing. Since there may be more products or services to push with a large technology or mobile company, you might expect to spend more than a company on a smaller scale. A small technology and mobile company may be able to get away with publishing a couple blog posts and an e-newsletter every month, which will require less spending.
Your current content marketing efforts: If you’re just now accepting that content marketing is a smart investment, you may have a long road ahead of you in terms of content production. HubSpot suggests that posting blogs 4 times per week can result in more traffic and exposure than those who only publish 1-2 times per week. If you are starting from scratch with no content at all, expect to spend more up front.
Volume of content and content type: Keep in mind that the type of content you choose for your marketing will have an impact on budget. Case studies and white papers are amongst the most expensive, since they require extensive research and professional design. Blog posts cost less, but this also depends on word length. According to a study conducted by SerpIQ, blog posts that are around 2400 words have better performance numbers in terms of social media shares. Be sure to create a content marketing editorial calendar to keep track of your content production.
Length of Campaign: Content marketing in organic form likely won’t yield immediate results. It will likely take several months to get your content marketing campaign bringing in the best ROI possible. Be prepared to stay on with your content marketing campaign for the long haul for best results.
There are numerous determining factors when it comes to the cost of content marketing. However, rest assured it’ll likely be one of the best investments you’ll make for you brand.
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Photograph by Phongphang via Bigstock
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Who is Winning with Content Marketing with Technology and Mobile?
It’s no secret that the technology and mobile industries are very competitive. There are thousands of companies racing against one another to reach the same customers. This makes it extremely difficult to cut through the noise, especially when you aren’t sure how to get your content marketing campaign off the ground.
Here are a few examples of brands that are harnessing the power of content marketing:
SalesForce Trailblazer Community
What tech company doesn’t want to be a trailblazer? SalesForce brings trailblazing capabilities right to its customers with the SalesForce Trailblazer Community. This type of content marketing is primarily user generated, which gives SalesForce an even more unique edge against the competition.
The purpose of the SalesForce Trailblazer Community is to ask questions, get tips, and share knowledge when it comes to countless tech topics, ranging from Cloud to SSL.
When SalesForce Trailblazer Community members make suggestions, the entire community gets to vote and speak their voice. The SalesForce team then browses through the information and gets to decide what they want to implement for their brand.
Furthermore, members have the ability to participate in groups such as SalesForce productivity, success stories, cloud services, and even the SalesForce tech lounge. There are also group options available in different languages, which helps SalesForce reach the status of a true international brand.
This is a prime example of a brand in the technology space working alongside its customers through user-generated content marketing.
T-Mobile’s Breakup Letter
Even though T-Mobile’s breakup letter content marketing campaign occurred a couple years ago, it is a brilliant example of a mobile company using content to connect with its audience. The idea was to target potential customers who want to make the switch to T-Mobile, but they are reluctant to change carriers due to outlandish cancelation fees. From there, a Facebook application was born for people to announce their split-up from their current mobile carrier. Users would select the wording to create just the right letter that they want to send to their old carrier. It wasn’t physically mailed to the old carrier—it was meant as a symbolic gesture to switch to T-Mobile from another provider.
Logicalis Generates $8 Million with Thought Leadership eBook
Storytelling is a hot commodity in the world of content marketing. The goal for Loigcalis’s campaign was to provide valuable information to customers while teaching them how to leverage technology.
From there, Logicalis created an eBook entitled Elements of Design: How the Data Center of Today Can be the Data Center of Tomorrow.
The content piece was purposefully designed without a pushy, sales-centric overtone. It’s well-known that sales-focused content hardly ever works, and this is especially the case in the technology and mobile industries.
Instead, Logicalis hoped that readers would learn from the eBook and even share with friends.
An e-mail marketing campaign with six e-mails was created to help promote the eBook. All of the traffic from the e-mail campaign was funneled to a microsite where the eBook was hosted for download.
Once prospects arrived on the landing page, they are encouraged to enter their information into a submission form. This is how the audience gained access to the eBook. From there, the audience was invited into ongoing conversations.
The eBook exceled for several reasons. First, it hit customer pain points such as converged infrastructure, cloud solutions, and disaster recovery. It also helped the company share thought leadership by hitting those various pain points. Most importantly of all, Logicalis offers how to solve those pain points to make the lives of their audience easier.
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Determining Your Goals for Content Marketing
Content marketing can help brands hit various goals. However, it’s important to have an end goal in mind. Otherwise, you’ll be throwing content at the wall and hoping something—if anything—sticks.
Instead of going down a path where you’re spinning your wheels with content marketing, think about setting goals now to create a successful campaign.
You can use content marketing to hit some of the following goals:
Thought Leadership: Just like the Logicalis example, content marketing can be used to position your brand as a thought leader. Specific measures are taken to reach the position as thought leader, and keep in mind that this doesn’t happen overnight. To become a true thought leader in the technology and mobile space, you’ll have to work quite hard at generating unique, valuable content with your own research. Your content will also have to be highest quality, as nothing less than perfection will work if you’re aiming to break the mold in your industry.
Increase Website Traffic: Another advantage of content marketing is potentially funneling content through to your website. What’s important here is to offer high quality content with value, but you’ll also need to master the art of writing wow-factor headlines. After all, you’ll need to tempt users to click on your link. You’ll also need to make sure you spend time doing some keyword research and use the terms throughout your content. Keep in mind that it’s smart to have a primary keyword along with several secondary keywords. It’s also a good idea to mix up your keywords so you aren’t targeting the same phrases over and over.
Better Social Media Engagement: If your social media presence is lacking, it’s time to get serious about your content production and its quality. You’ll also need to include visual components that set your brand apart from competitors. Increased social media engagement can be a long road to travel down, but rest assured that content marketing can help you get moving in the right direction.
What Type of Content Works in Technology and Mobile?
Iris Content is here to let you in on a little secret: technology and mobile companies can excel with content marketing by building trust. There are several ways to help your audience trust your brand, which helps turn your brand into an influencer, especially when you align the content with the correct channels.
Here are a few ways that you can relate to more people with content, even in a sometimes-complex space such as technology.
Don’t Forget to Add a Human Touch
When most people think about technology, the last thing that comes to mind is personality. This industry requires a human touch with content production. There are several ways you can accomplish humanity in your content, such as writing in a conversational tone, speaking directly to your reader, and even giving the reader a chance to respond in a comments section.
Create Content Inspired from Conversation
You might think you know what your audience wants from content, but this isn’t always the case. Once you are immersed in an industry for so long, it can be difficult to put yourself in your customers’ shoes.
Check out Twitter to see what’s trending in technology. This can also help you dig up conversations and read into what customers are really talking about.
Always Add New Value
There are countless topics in tech that were covered a countless number of times. If you can’t come up with new ideas, you’ll need to add new value through your content. Add insight that isn’t available from competitor content, or even do a short survey to collect new data. Even a few new statistics in your content can help bring it to the next level.
Don’t Forget Content Strategy
While you certainly need compelling content to offer your audience, you’ll need a little something extra to take your brand to the next level. A content strategy is critical to using your content correctly, and you can create your strategy by starting with great topics, the right keywords, and sharing on social media.
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Choosing Iris Content for Top-Notch Tech and Mobile Content
When you want content that hits the right note for your technology and mobile customers, Iris Content is here to help. Iris Content has extensive experience in this sector, and our writers are qualified to help produce content in numerous formats—including blog posts, web page content, social media content, and more.
If you’re ready to gain brand recognition and build a reputation for creating exceptional content, Iris Content is here to help. Contact us today to learn how we can take your technology or mobile brand to the next level.
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Annie has 20 years of experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.
If you need a professional to handle all your content during the hectic festive season, Iris Content is launching a few holiday packages that you can take advantage of. Reach out to us and we will help your business shine this holiday season!
If you are interested in trends in content marketing and what your specific industry should publish to stay relevant and improve ROI, come back for more professional reports from our team of expert writers.
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