A very interesting report here from the Content Marketing Institute, looking at the increasing adoption of content marketing in B2B technology. It may be focussed on North America but in such a rapidly growing sector, it will be interesting to see how UK counterparts seek to stand out from the crowd themselves.
I've spoken about this before when I asked 'Is your B2B content too technical' but there is a lack of differentiation particularly in this sector. But all it would take is some fresh perspective and thought leadership to put a company miles ahead of their competitors!
Looking at the stats, content marketing is clearly showing traction in the technology sector, it just needs to be used to its advantage. Finding an area to establish leading expertise, and communicating this in an engaging way is the key here, and I'm more than intrigued to see how this develops in the UK over the next year.
Yes, it’s absolutely possible to break through the clutter in the technology space and build a loyal audience … but not if the content is no different than anything else out there. We advise technology marketers to narrow their audience and content focus to find an area where they can be the leading experts and can become thought leaders around a particular issue, instead of just putting lipstick on the same old content pig.