Clare Moorhouse

5 Content Marketing challenges IT Marketing Managers face

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Every IT Marketing Manager recognises the importance of creating relevant and useful content to attract sales-ready leads, but trying to come up with new and relevant ideas can often feel overwhelming and time-consuming.

It isn’t difficult to leverage content for the IT industry, you just need to be a bit creative – and by the end of this post, you’ll be armed with plenty of new ideas and strategies that will make your content stand out and generate qualified leads for your business.

According to a survey by Eloqua, whilst most marketers have embraced content— 93 percent said they are still struggling with it. We dug a little deeper to find out what specific challenges the IT industry faces with regard to Content Marketing.

1. Lack of time
Time is definitely the biggest challenge for IT marketing managers, particularly if they have limited marketing resources in-house. It takes time to create an engaging Content Marketing Calendar and then find the time to make it happen.

Try to plan your Content Marketing Calendar well in advance, and make sure it’s achievable. If you only have the time to produce one blog a week, that’s fine – but be sure to commit to it.

2. Creating enough targeted content
Content needs to be personalised and speak to a specific person. By having a deeper understanding of your ideal customer, you will be able to create content that’s more relevant and useful to them.

Create detailed buyer personas of who you are targeting and then think about what content will be most relevant and useful to their specific needs.

3. Not creating enough content
In order for content marketing to be effective, you need a consistent stream of it – both on your own blog as well as on third party sites.

Be creative and don’t limit yourself just to blogs. Videos and infographics work really well in the IT industry, and can prove to be an engaging way to communicate what might be a complicated, technical message. There are plenty of other content marketing ideas that you can apply to the IT industry in our Content Marketing Ideas Guide.

4. Producing quality content
In the competitive world of IT, your content needs to stand out from the crowd, and you need to go beyond providing the same information that can be found on competitors’ websites. This can be achieved by going back to the personas you created and making your content as specific as possible to reach your audience, so that it stands a better chance of being found in search engines by the people you want to reach.

Quality content should produce meaningful interactions with your audience, so ensure every piece of content you create has a clear call-to-action.

5. Using content to generate qualified sales leads
Don’t assume that everyone who engages with your content is a sales-ready lead. In fact over 50% of leads that come to your website are not yet ready to buy. Your content should appeal to people at different stages of the buying cycle, so a range of content that is both educational and interactive is essential to resonate with your audience at various stages.

Interested in learning more about how to get your content working for you and generating qualified sales leads? We’ve got plenty of inspiration to get you started. Download our Innovative Content Marketing Ideas Guide. It’s packed full of innovative content marketing ideas that you can start using today!

Free Guide: 20 inspiring Content Marketing ideas.

Stuck in a content rut? Discover 20 inspiring content ideas to generate more leads for your business

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