Content Marketing for High Tech

Emily Brackett President, Visible Logic

www.visiblelogic.com Design+business blog: visiblelogic.com/blog

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And other specialized products and servicesHIGH TECH



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Content Marketing For Tech and Specialized Firms

Why Content Marketing Works


Show Your Expertise


1


Speak at a conference

Write an article for a trade magazine

Publish a printed newsletter

Get interviewed as expert in newspaper

Old Time Content Marketing


More Opportunities

100%@


Increase Web Traffic


2

Headline


SEO=Search Engine Optimization


Why It Works

Google wants to serve up useful information to searchers. ✓


Why It Works

Google wants to serve up useful information to searchers.

Google doesn’t want to promote robots and link farms.

✓

✓


Why It Works

Google wants to serve up useful information to searchers.

Google doesn’t want to promote robots and link farms.

Google’s algorithm measures “engagement”— including: clicks from search, time on site, inbound links, etc.

✓

✓

✓


Build Brand Awareness


3


Create on your own terms

@


Supports Other Marketing Efforts


4


Your Content As Foundation

@


Builds the Sales Funnel


5


Typical Sales Cycle??

Visit site

Step 1.

Buy

Step 2.


Typical Sales Cycle??

Visit site

Step 1.

Buy

Step 2.


Typical Sales Cycle

Visit site

Step 1.

Buy

Step 4.

Sign up forE-newsletter

Step 2.

RequestEstimate

Step 3.DriveWeb Traffic

IncreaseWeb Traffic

IncreaseMicro-Conversions


Challenges withTech / Specialized

Market

Poll


Is Your Organization • Tech• Specialized• or Both


Make It Understandable


No One Wants to Feel Dumb


Non-Tech / Junior person doing research (may get left off RFP).


1



Senior buyers doesn’t want to feel dumb, or won’t let on what s/he doesn’t know.


1

2



Senior buyers doesn’t want to feel dumb, or won’t let on what s/he doesn’t know.

If you can explain it, you can be trusted.


1

2

3


Is Your Copy Readable?

Sign up and start coding.

With access via SSH & SFTP, 10 Additional FTP Logins, use of PHP, Ruby (with 1000's of gems), Python, Perl (with 1000's of modules), C, C++, and more installed, you are ready to go. Plus git, svn, and cvs revision controls are pre-installed. And, all dedicated Web hosting packages include an SSL enabled hosting environment.

We're in the business of hosting great ideas.

Since we began in 1998, we’ve been on a mission to help web developers, designers, digital entrepreneurs, and innovators bring their ideas to life online.

In 16 years, we’ve seen a lot of technology trends come and go. But one thing has never changed: our commitment to our customers’ success. It’s what drives us to offer the best web hosting service and support available anytime, anywhere.


Is the design appealing?

Before


Is the design appealing?

Animal Healthand WelfareBest practices in animal husbandry, addressing such issues as disease control.

Environmental ResponsibilityCompliance with standards that address such issues as habitat conservation, water quality and effluents.

Food SafetyAssurance

that no banned antibiotics or other chemicals are used

and that all approved chemical treatments

are carried out in a responsible fashion.

© 2015 The Global Aquaculture Alliance | www.gaalliance.org | www.bap.gaalliance.org

BAP

Trac

ea

bility

Animal Healthand Welfare

Food Safety

EnvironmentalSocial

Responsibility

Best Aquaculture Practices is the world’s most comprehensive third-party aquaculture certification program, addressing all of the components necessary to conduct aquaculture operations in a responsible and sustainable manner.

The Pillars of Sustainability

TraceabilitySupply chain traceability from the

source to the marketplace is mandated by the BAP program.

SocialResponsibility

Adherence to locallaws for worker safety,

child labor and community rights.

After


Multiple Reader Personas


Different Readers


IT BusinessFeatures BenefitsSpecs CostsIntegration ROI

Typical Audiences


IT Business

Developer User

Researcher Buyer

Buyer Implementer

Vertical A Vertical B

Early in sales cycle End of sales cycle

Typical Audiences


Mix it up


IT vs User


Niche vs Broad

Case Study

iEnterprises USA991 US Highway 22 West

Bridgewater, New Jersey, 08807

Telephone: +1 908-679-0000

www.SwiftMEAP.com • [email protected] MEAP is a mobile enterprise application platform product created

by iEnterprises. Established in 1996, iEnterprises has proven expertise

developing, implementing, configuring and fine-tuning Swift MEAP for

many enterprise CRM, ERP and data-warehouse solutions.

iEnterprises EuropeVenture House, Arlington Sq

Downshire Way

Bracknell, RG12 1WA, UK

Telephone: +44 (0)333 700 4770

OpportunitySwift MEAP provided a mobile enterprise application platform, which is globally supported by iEnterprises, that did not require extensive development time to connect to Covenco’s ERP. By utilizing Mule ESB™, Swift MEAP has connection to, and compatibility with, many data sources and enterprise applications, including Microsoft SQL, the underlying database supporting Covenco’s ERP solution.

The benefits of this next-generation MEAP/ESB solution included:

• Increased mobilization opportunities

• Widely used integration platform

• Fast, reliable & globally supported

• Cloud or on-premise connectivity on a network connection

CustomerCovenco was established in 1989 as an IBM Broker and has since evolved into the UK’s largest independent computer hardware broker. They buy, sell and rent

refurbished Cisco, IBM, IBM Certified, HP equipment, and other restored premium brands. Their technical competency, coupled with aggressive pricing, makes Covenco an excellent procurement process resource. Covenco’s services team has in-depth experience with a wide range of pre installation and post installation services to support computer hardware offerings. Pre-sales consultants can problem solve, configure and help design computer solutions for enterprises of all sizes. Covenco’s after sales services, include computer installation, computer maintenance, software support, Disaster Recovery Services and more.

Business SituationWith 65 employees and an energetic sales team, Covenco viewed the prospect of mobilizing their ERP system with anytime connectivity via iPhone, iPads, Blackberry and Tablets as a timely opportunity that made good business sense.

Mule ESB Streamlines Integration to QuicklyMobilize Microsoft SQL-based ERP Solution

Having all my leads available anytime, even when offline, helps me to better communicate with customers by responding more quickly.


Build Brand & Visibility


Build Brand & VisibilityAnswer specific questions and objections



Share the load for creating content




Write and present with a unified brand voice and identity




Write and present with a unified brand voice and identity

Build trust


More PromotionalOpportunities


Non-competitor with the same target audience:

Share eachother’s content

Guest blog for one another

Promote links in each other’s e-newsletters

Cross-promote a webinar

Find Partners


Your buyer’s users

Provide articles for their e-newsletter or blog

Create easy-to-share graphics

Create content for them rather than for you

Find Partners


Segment


Yes. You Need to Promote

Promote Different Content on Specific Channels


Yes. You Need to Promote

Promote Different Content on Specific Channels

Position the Message Differently


Refine your message to audience

@


Can Content Marketing Drive

Sales?


Free or Gated?


Is your content valuable enough for someone to give you their email address?

Info for Email


Search or Push?

100%@


Summary:4 Challenges


Low Traffic Realistic goals

Target multiple audiences

4 Challenges

1


Hard to explain Different media & contributors

Professional writers & designers

4 Challenges

2


Keeping up with content demand Systemize roles and calendar

Partners & specialists

4 Challenges

3


Challenge: Helping Sales Introduce gated content

Push relevant content to prospects

4 Challenges

4



Questions?



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