Create Content That Takes Off

In a business world where authenticity reigns supreme, decision-makers crave honest information and genuine conversations. That reality does not minimize the need to share your company’s value proposition and various marketing messages in eye-catching multi-media formats but emphasizes the need for that content to resonate with the target audience. The challenge is getting them to hear you amidst all the chatter.    

With all the “influencers” and viral videos, marketers are increasingly being pressured to “amp up” the noise and stretch the boundaries of their comfort zones. The problem is when hype overtakes the process of promoting products and services. The sheer volume of information and media overwhelm our already overtaxed attention spans. 

Substance and sincerity matter more to business decision-makers than flashy imagery and slogans or the latest trends, especially those in search of technological solutions. Those individuals need answers to current or potential problems and options that help them achieve strategic objectives faster and more cost-effectively.  

The buyer’s experience prevails today. Businesses should focus a greater effort on delivering messages that connect with those who purchase (and use their goods and services) and less on the things that matter less to that audience. Like flash and wild claims. Especially for channel organizations that cater to MSPs, VARs, integrators and other solution providers who must consider their clients’ needs in addition to their own interests. Flash and noise do not sell servers and security services.   

Create Depth and a Steady Cadence 

Few consumers (and even fewer business decision makers) are influenced by catching content. Yes, it helps to throw some excitement to break up the marketing messages, but what really counts is how deep your ideas go, the causes you stand for, and the actual difference your offerings can make. Whether you're running an emerging technology company or a well-established vendor or distributor, taking on a thought leadership role in the industry is the best path to success. 

Making noise to stand out from the crowd gets your company nowhere unless you can back up the message. Simply calling your company a leader in AI or cybersecurity without supporting expertise and offerings will never fly with the tech savvy crowd. Sharing the reasoning behind those claims is essential for building corporate credibility and trust among customers and prospective partners. Especially knowing the high expectations of the IT channel.  

How is your company leading the way in AI? Are you sharing business cases and partners success stories, or championing applications in local and industry media, on podcasts and at live events? Constantly pitching article ideas and interview topics is the best way to get the word on the street. Walking the walk should always come before talking the talk.  

The good news is those tales are best told by those who use the technologies and leverage your channel programs. Successful IT marketing teams identify their companies’ strengths and let the value proposition shine through with a steady drumbeat of high-quality content. 

Create a Separation Strategy   

You don’t need to be a distraction or assault potential customers with a barrage of low-effort, high visibility messages to stand out from the crowd. Quality marketing campaigns begin and end with clear and consistent communications. That requires a dedicated flow of messages that develop and expand your brand and thought leadership around specific solutions, technologies, ideas and markets.  

Your team must be able to convey why people should pay attention to your company, its offerings and activities, and then build an audience of potential evangelists. How do you stand out?  Who could be your net promoters and what would it take to expedite those relationships? Passion and thought leadership around important topics to your core audience will drive more engagement and encourage others to take action.  

Simple marketing messages are not enough for today’s business consumers. The "why" matters more than the noise and fluff.  Authenticity builds trust and encourages people to believe in your company and look to your people for unique insight and expertise. 

Of course, a bit of excitement can certainly bring attention if it comes from a genuine place, not just pitching a product or solution. Creating a shared vision that entices members of the tech community to engage is highly effective and, when done especially well, will demonstrate what propels your organization and highlight the core values of the organization.  

That’s why marketing communications and public relations planning is so critical. Identifying the audience's needs and engagement opportunities is just the first step in building an effective engagement strategy. Developing effective messaging and a strong and steady schedule of valuable content helps ensure your company projects as an industry leader rather than another loud voice in the crowd.      

Bring Weight to the Conversation 

In a world filled with noise, substance matters. Providing validated research and useful statistics to back up your words builds interest and trust. More importantly, those steps provide value for others in the industry and bring the right kind of attention to you and your IT organization.   

Ensuring partners and customers know what your business stands for, how it fits in the technology ecosystem and what your team can do should be a priority. That understanding provides your team with the power to take a stand on controversial but relevant topics and create more open dialogues with the community. That, in turn, provides an opening for sales and business development teams to work their magic and convert interest into revenue.   

True leadership isn't about being the loudest or flashiest; it's about competency, confidence, leadership and the desire to make a real difference. Providing real insight and information will gain your company the right kind of attention with partners and prospects.