It’s not surprising to hear that content in tech marketing is becoming increasingly important—earned media coverage is getting tougher as publications continue to struggle with declining advertising revenues. These days, if you are trying to reach buyers, partners and even investors, it’s all about creating content that educates (and, ideally) entertains.
But what is surprising is how much and how frequently content for tech marketing is getting produced, who’s producing it, how tech marketing execs plan to pay for the additional content, the types of content that seem to work the best, and how the content is being measured for efficacy.
High tech integrated marketing and PR firm 10Fold recently commissioned a survey with Dimensional Research to better understand U.S. tech marketing executives’ plans for content as part of their marketing initiatives for the coming year. The results surprised us, and we think they might surprise you too!
The research targeted 172 executives in technology companies in the U.S. that had both budget and approval authority over content development for marketing programs. The titles taking the survey included Vice President of Marketing, CMO, and CEO. Executives from all sizes of companies participated, from those with revenue of $5 million or less to those with revenue exceeding $1 billion.
The firm also asked the executives to identify the vertical industries they sold to (e.g. healthcare, retail, transportation, government, etc.) as well as the part of the U.S. they lived in. These segmentations provided some interesting distinctions in the way tech marketing companies think about content, which are outlined in the following infographics.
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