4 Best Content Marketing Strategies for Technology Companies

ByThelma M. Gutowski

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Know-how providers have a special location in the earth of internet marketing. Users hope substantial-high quality innovation information and simple-to-comprehend technical articles or blog posts from them. And 78% of clients stop by sites of IT providers for academic material that will help to address troubles in the IT atmosphere. And all this operate will have to someway lead to income. Without having a perfectly-created written content approach, technological know-how organizations danger staying remaining powering the competitors. Let’s contemplate the scenarios of 4 organizations that have turn into leaders in their area of interest many thanks to thoughtful content advertising and marketing.

SAP: Content material functionality measurement is of essential value

For over 50 decades, the German company SAP, a chief in the growth of company application software program, has been continually strengthening its articles marketing system.

Jung Suh, Vice President of Digital Internet marketing, pointed out that the business is continuously producing and improving upon content. The manager emphasized that with the appropriate equipment, this is not challenging to do. Marketers detect which content material is not genuine, identify gaps, and obtain new possibilities. They also will have to measure the content material functionality to understand whether the resources are invested correctly.

The advertising and marketing section focuses on a constant cycle system that contains 3 elements: demand orientation, content optimization, and measurement of outcomes.

In 2011, Michael Brenner, a marketer, done a massive-scale optimization of SAP’s promoting approach according to this basic principle. Formerly, the enterprise posted only product data on its site so as to converse with the viewers. SAP CEO Bill McDermott requested the advertising and marketing department to refocus on buyers. The supervisor came up with the strategy of ​​publishing inspiring stories about how SAP products served prospects access company heights.

The business launched Digitalist, its to start with material promoting website with intense investigation and storytelling. By the conclude of the year, the new strategy experienced developed an astonishing final result. About 1,000 new customers brought in $750,000 in profits. The electronic magazine established by Michael Brenner contained shopper stories and retained attracting purchasers and maintaining gross sales. 

IBM: Marketers require to build articles so that folks truly feel like we know who they are

The American technological know-how corporation IBM is rightfully viewed as the chief in content promoting for IT firms. The enterprise maintains about 45 independent blogs for diverse audiences (focus on industries, companies, developers) and publishes texts on various platforms. IBM has more than 1.1 million Fb followers, about 670,000 Twitter followers, and approximately 300,000 followers on its main YouTube channel. The enterprise generates info, scientific, and promoting written content:

  • IBM Weblogs publishes stories, information, and article content about breakthrough technologies that improve organization and adjust the environment.
  • On IBM Watson, writers share tales about how corporations are making use of AI technological know-how in economic solutions, healthcare, marketing, IT operations, and additional.
  • In Case Experiments, the enterprise publishes tales of customers who obtained results with IBM software program remedies.
  • YouTube accounts – IBM Technological innovation, IBM Exploration, IBM Information, AI, and some others – include things like adverts and informational video clips about study, innovation, and initiatives of the firm.
  • Social media like Fb are applied by companies to publish information and facts about major info, sensible storage, cellular analytics, and other specialized matters. IBM places a lot of emphasis on infographics, videos, and photographs.


A core aspect of an IT company’s content material promoting program is a team of influencers. It incorporates company associates, IT analysts, unbiased bloggers, and writers with a exceptional perspective of a distinct field. Without a doubt, influencers build content for the target viewers and share details and their opinions about cloud computing, info protection, or other technologies that correspond to the IBM portfolio of products and services. The company even launched the Watson Promoting Social Targeting with Influential software to obtain influencers who help the brand’s values.

At the OPA Content All-Stars meeting, Ann Gould Rubin, World Model Advertising and marketing Govt at IBM, explained how the company builds its articles internet marketing tactic: “We know IBM is a pretty complex and technological firm. Still, despite the fact that what we promote is complicated, we try to communicate about it in a really basic way.”

Cisco: Material advertising and marketing philosophy is about helping, not providing

In 2008, the global community firm Cisco manufactured a discovery, stepping apart from the conventional content internet marketing. It released a new item (a router) and lined this news on Facebook, Twitter, and YouTube. The occasion was the very best of the five grand launches of the enterprise: thanks to this undertaking, Cisco managed to slice expenses by 6 periods. Considering that that time, entrepreneurs have been actively employing social networks to boost and launch merchandise. Cisco’s Facebook audience has additional than 1.7 million subscribers, over 730 thousand followers browse the company’s tweets, and 299,000 people today are intrigued in its YouTube channel.

But the most momentous choice was the refocusing of its marketing and advertising tactic on articles when Cisco employed 200 information marketers in 2015. So, the firm has invested a good deal of income in the advancement of its internet site and refocused on the clients’ passions.

Neil Patel, previous Technological Merchandise Marketing Supervisor at Cisco, noted that material marketing by yourself will not deliver organic and natural website traffic. When used strategically, it will supply the natural and organic visitors a person requires. Staff members abandoned the theory of “first produce information, then inquire thoughts.” They commenced to combine imaginative written content with marketing systems so that users could get individualized valuable facts.


An additional illustration of the uniqueness of Cisco content promoting is the SuperSmart cybersecurity superhero comic. Even nevertheless the organization does not function with the most fascinating industries and produces software package methods for the Net, it has found a way to communicate about its products temptingly. In an eight-web site story, a superhero travels the planet to prevent Medical doctor Analog from ruining the nation’s digital programming. So, entrepreneurs changed a boring site short article with a little something special and intriguing.

Certainly, this tactic delivers very good benefits. The company’s income continues to increase: in accordance to Statista, it achieved $49.8 billion in 2021. Additionally, marketing expenditures are reducing: in 2011, the corporation allocated $9.8 billion on it in 2021, the paying out amounted to $9.25 billion.

Andersen: The most critical factor is interesting material that you won’t tear you absent from

Although the European computer software advancement organization Andersen has not but come to be a technologies big, it is adopting the good working experience of industry leaders.

The group is actively acquiring the company’s weblog, which describes the this means of technologies applicable to enterprise, publishes analytics, and the company’s abilities. Engineers share their encounter and views on the development of software package for logistics, healthcare, banking, and other industries. The company’s internet site has a catchy style and design simply because Andersen designers produce exceptional illustrations or photos for the weblog and vacancies.

IT industry experts maintain scientific blogs for Finextra and Forbes, which improves the credibility of the organization in the eyes of customers. Andersen is actively creating Instagram, Facebook, and LinkedIn, wherever it publishes news, function bulletins, and the company’s achievements. In 2017, the IT service provider introduced the Andersen Persons YouTube channel. It publishes interviews with experts, science popularizers, and tech experts. The channel attracts persons intrigued in science and technology. It covers matters this kind of as Mars colonization, human evolution, DNA secrets, the darknet, and other international challenges.


As you can see from the expertise of technological know-how leaders, material is the greatest profits resource. Julie Fleischer, a global marketing and advertising leader, notes that content material marketing and advertising delivers a fourfold return on investment decision as opposed to classic internet marketing shelling out. But not everyone manages to achieve these profitability. For information to function, it is important to deliver strategies, experiment, and determine the final results of international alterations.