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You are here:   Home Blog Is Your Tech Company Keeping Pace with Content Marketing?

Is Your Tech Company Keeping Pace with Content Marketing?

April 4, 2018 by Carrie Powers Leave a Comment

Although our country’s technology hub is in Silicon Valley, the influence of tech companies both big and small are far-reaching and ever-present.

The world of content marketing is no exception as more and more tech companies, whether they’re behemoths or startups, realize and harness the power of top-notch content.

I’ve covered the Content Marketing Institute’s research in the past, including their B2C and B2B reports. Here, I’ll be going over their recent “2018 Technology Content Marketing” report and reviewing the findings it contains. Let’s get started.

Who Are the Tech Companies?

In this report, 274 for-profit technology companies are represented. The majority of those companies are midsize (100-999 employees) and made between $1 million and $1 billion in 2016.

Content Marketing IRL

Let’s get an inside look at how content marketing is used within tech companies.

Percentage of Tech Respondents Who Use Content Marketing

Content marketing is no niche practice: a whopping 96 percent of tech companies now use content marketing.

Tech Companies’ Content Marketing Maturity Level

Additionally, content marketing is far from being new to the tech world. The majority of companies (35 percent) rate their content marketing maturity level as being “mature,” meaning that they have found success with content marketing but have not yet integrated it seamlessly across their organization.

Content Marketing In-House Team Structure

Within tech companies, most content marketing departments are likely to consist of a small or one-person team that serves the entire organization, with a centralized content marketing group coming in second.

Content Marketing Outsourcing

When it comes to outsourcing, more than half of tech companies have their content created by outside organizations. That is to say, most of the content being produced for tech companies is not created in-house.

Where Content Marketing Goes, Success Follows

Content marketing isn’t just an abstract concept–it generates measurable success.

Commitment to Content Marketing

Even tech companies need words–computers might communicate with numbers, but humans (read: customers) communicate with language. Thus, it’s not surprising that the vast majority of tech companies are either very or extremely committed to content marketing.

Success of Organizations’ Content Marketing Approach

Further, an impressive 81 percent of tech companies rate their content marketing approach as being either moderately, very or extremely successful.

Content Marketing Success Then and Now

The success of content marketing in the tech industry isn’t stagnating, either–68 percent of companies rate their content marketing approach as being either somewhat or much more successful than it was one year ago.

Factors for Success

The top three reasons for that success were higher-quality and more efficient content creation, strategy development or adjustment and improved content distribution.

A Solid Strategy

As Jessica has explained before, many elements need to come together to form a comprehensive content strategy.

Tech Marketers’ Content Strategy

In the tech world, 43 percent of companies have a documented content strategy, while 34 percent have an undocumented strategy.

Content Marketing Technologies

When it comes to managing content marketing efforts, tech companies use a variety of digital technologies, with analytics tools being by far the most popular.

Creation and Distributions

Developing a high-quality content strategy is only half the battle–companies must then tackle the creative process itself.

What’s Considered During Content Creation

While creating content, tech companies focus on ensuring that their content is credible, considering how their content will impact a person’s experience with their organization and creating content for their audience.

Project Management Flow

This seems to be working for most companies, since 72 percent rate their project management flow as being good or better.

Content Types Used

In terms of the types of content that tech companies prefer, social media posts, case studies and ebooks/white papers are the most commonly used.

The Most Effective Content Types

Which of those types are the most effective? According to the most successful tech companies, the answer is ebooks/white papers, case studies and research reports. Notice that the least successful companies swapped out research reports for videos.

Formats of Distribution

To distribute their content, nearly 100 percent of tech companies use email, while 91 percent use social media platforms and 89 percent use blogs.

Interestingly, both the most successful and least successful companies find email, blogs and webinars/webcasts/virtual events to be the most effective methods of distribution.

Social Platforms

When choosing social media platforms, most companies choose LinkedIn, Twitter and Facebook, which are also the three platforms that both the most successful and least successful companies find to be the most effective.

Talking Money

Money makes the world go round, and the same applies to the world of content marketing.

Content Marketing Budget

Excluding respondents who were unsure, 24 percent of tech companies spend between 10 and 24 percent of their overall marketing budget on content marketing.

Anticipated Content Marketing Spending

Over the course of the next year, 42 percent of companies expect to increase their content marketing budget, while an equal percentage expect their budget to remain the same.

What It Boils Down To

When we look at the Content Marketing Institute’s findings altogether, it’s clear that content marketing plays in integral part in the success of tech companies both big and small.

Overall, the most successful companies are those extremely or very committed to content marketing, have a mature or sophisticated project management flow and have a documented content marketing strategy.

At the end of the day, it’s essential that tech companies remember they’re selling their products and services to people, whether those people are consumers or other businesses. Whether you’re selling mobile games or self-driving cars, top-notch content is what you need to build your audience, generate leads and retain interest in your company.

If you’re part of the 56 percent of companies who want to outsource their tech content, check out bizbuzzcontent’s content creation services. In fact, we offer a suite of services specially tailored to suit the unique needs of SaaS providers and tech companies.

What do you think is the most important takeaway from this report? Let’s talk about it in the comments!

Carrie Powers
Carrie Powers is a content writer for bizbuzzcontent. She loves reading, iced coffee and scruffy dogs, and is on a neverending quest for the perfect burrito.

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Professional content agency

Jessica leads one of the most professional content agencies I’ve ever worked with. We target a very niche industry, and Jessica and her team were very thoughtful in their approach. From planning thoughtful pieces, to researching and interviewing SMEs, to brainstorming promotion strategies, Jessica and her team maintain a high degree of professionalism and efficiency.

Steven S., Senior Manager, Demand Generation, Rentlytics

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2018-07-31T17:22:53-04:00

Steven S., Senior Manager, Demand Generation, Rentlytics

Jessica leads one of the most professional content agencies I’ve ever worked with. We target a very niche industry, and Jessica and her team were very thoughtful in their approach. From planning thoughtful pieces, to researching and interviewing SMEs, to brainstorming promotion strategies, Jessica and her team maintain a high degree of professionalism and efficiency.
https://www.bizbuzzcontent.com/blog/testimonials/professional-content-agency/

Tailor-made content strategies

Jessica dedicated her time as a pro-bono volunteer with VolunteerMatch to help us with some key content marketing needs. What impressed me most about working with Jessica was the way she tailored her approach to accommodate the needs of our nonprofit with the resource constraints of our team. Jessica developed personas, one-pagers, case studies and website content that has resulted in an increase in traffic to our site and improved our ability to communicate to our key audiences.

Bree v.F., Director of Marketing and Engagement, VolunteerMatch

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Bree v.F., Director of Marketing and Engagement, VolunteerMatch

Jessica dedicated her time as a pro-bono volunteer with VolunteerMatch to help us with some key content marketing needs. What impressed me most about working with Jessica was the way she tailored her approach to accommodate the needs of our nonprofit with the resource constraints of our team. Jessica developed personas, one-pagers, case studies and website content that has resulted in an increase in traffic to our site and improved our ability to communicate to our key audiences.
https://www.bizbuzzcontent.com/blog/testimonials/tailor-made-content-strategies/

Highly targeted and relevant content

I've worked with Jessica at her company bizbuzzcontent for years. It's my go-to provider whenever my team is looking for high-quality content. What differentiates bizbuzzcontent is that they not only have superior writing skills but a rare ability to completely understand our industry, our company positioning, brand voice and tone, and customers. This just makes the content highly targeted and relevant, and goes a long way in achieving our marketing goals.

Nag P., Sr. Manager, Product Marketing, Salesforce

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Nag P., Sr. Manager, Product Marketing, Salesforce

I've worked with Jessica at her company bizbuzzcontent for years. It's my go-to provider whenever my team is looking for high-quality content. What differentiates bizbuzzcontent is that they not only have superior writing skills but a rare ability to completely understand our industry, our company positioning, brand voice and tone, and customers. This just makes the content highly targeted and relevant, and goes a long way in achieving our marketing goals.
https://www.bizbuzzcontent.com/blog/testimonials/highly-targeted-and-relevant-content/

Compelling content that drives results

I love Jessica and the team over at bizbuzzcontent. Within just a matter of a few interactions, she was able to understand, in depth, our complex solution and business model. Since then, she's been critical to us in driving compelling, engaging content via our blogs and white papers. She's a wonderful, thoughtful person to work with, and the work she's done has been a key factor in increasing our conversion rates.

Collin S., Angel Investor and Technology Executive

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Collin S., Angel Investor and Technology Executive

I love Jessica and the team over at bizbuzzcontent. Within just a matter of a few interactions, she was able to understand, in depth, our complex solution and business model. Since then, she's been critical to us in driving compelling, engaging content via our blogs and white papers. She's a wonderful, thoughtful person to work with, and the work she's done has been a key factor in increasing our conversion rates.
https://www.bizbuzzcontent.com/blog/testimonials/compelling-content-that-drives-results/

Outstanding process

bizbuzzcontent helps me efficiently leverage my own subject-matter expertise to create original content on timely topics. Together, we are able to distill complex topics into client-friendly articles that I can use across multiple platforms. I especially appreciate bizzbuzz’s super-efficient process because it keeps me on track for timely production of new content. Jessica Lee is a pleasure to work with, and I rely on her to bring a strategic eye to my publication efforts.

Priya H., Partner, Woodruff-Sawyer & Co.

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Priya H., Partner, Woodruff-Sawyer & Co.

bizbuzzcontent helps me efficiently leverage my own subject-matter expertise to create original content on timely topics. Together, we are able to distill complex topics into client-friendly articles that I can use across multiple platforms. I especially appreciate bizzbuzz’s super-efficient process because it keeps me on track for timely production of new content. Jessica Lee is a pleasure to work with, and I rely on her to bring a strategic eye to my publication efforts.
https://www.bizbuzzcontent.com/blog/testimonials/outstanding-process/

Strong content values

Jessica is a great content creator, writer, reporter and partner to work with. Highly articulate with strong content values and work ethos, Jessica adds great value to all projects she works on. I would happily recommend Jessica to people who wish to scale their content marketing efforts.

Andy B., C-Level Marketing and Strategy Consultant

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Andy B., C-Level Marketing and Strategy Consultant

Jessica is a great content creator, writer, reporter and partner to work with. Highly articulate with strong content values and work ethos, Jessica adds great value to all projects she works on. I would happily recommend Jessica to people who wish to scale their content marketing efforts.
https://www.bizbuzzcontent.com/blog/testimonials/strong-content-values-highly-recommended/

Added value

Jessica is a guest speaker of Microsoft internal training program. She made an awesome presentation of how to create marketable web ages to Microsoft Bing Ads product team and services team. Attendees found Jessica very engaging during the presentation. Microsoft Bing Ads is eager to apply the learning in our daily works, and look forward to partnering with Jessica to bring more value to digital advertising community.

Ping J., Product Manager, Microsoft Bing Ads

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Ping J., Product Manager, Microsoft Bing Ads

Jessica is a guest speaker of Microsoft internal training program. She made an awesome presentation of how to create marketable web ages to Microsoft Bing Ads product team and services team. Attendees found Jessica very engaging during the presentation. Microsoft Bing Ads is eager to apply the learning in our daily works, and look forward to partnering with Jessica to bring more value to digital advertising community.
https://www.bizbuzzcontent.com/blog/testimonials/added-value/

Critical extension of the marketing team

Jessica has been instrumental in building our content strategy from ground up, educating our stakeholders and increasing our exposure across all lines of insurance. I can say with confidence that she has been a critical extension of the marketing team, always producing timely deliverable. She has always been enthusiastic about creating new formats for us and new vehicles of information to help the marketing team raise awareness and drive internal adoption. Her most impressive feat from my perspective is how quickly and seamlessly she dived into our 12 lines of insurance. The dexterity and the level of expertise she demonstrated although she had never worked with insurance B2B client was absolutely incredible.

Stephanie M., VP Marketing Communications, Woodruff-Sawyer & Co.

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Stephanie M., VP Marketing Communications, Woodruff-Sawyer & Co.

Jessica has been instrumental in building our content strategy from ground up, educating our stakeholders and increasing our exposure across all lines of insurance. I can say with confidence that she has been a critical extension of the marketing team, always producing timely deliverable. She has always been enthusiastic about creating new formats for us and new vehicles of information to help the marketing team raise awareness and drive internal adoption. Her most impressive feat from my perspective is how quickly and seamlessly she dived into our 12 lines of insurance. The dexterity and the level of expertise she demonstrated although she had never worked with insurance B2B client was absolutely incredible.
https://www.bizbuzzcontent.com/blog/testimonials/critical-extension-of-the-marketing-team/

Excellent content program

We can't imagine how we managed without bizbuzzcontent before! Working with Jessica Lee is a dream. She is very creative and understands new concepts quickly. The content creation process at bizbuzzcontent is the most efficient we have come across in our many years of working with other writers and agencies. If you want an excellent content program and a company that goes above and beyond, hire bizbuzzcontent today!

Pauline J., CEO, Group Twenty Seven

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Pauline J., CEO, Group Twenty Seven

We can't imagine how we managed without bizbuzzcontent before! Working with Jessica Lee is a dream. She is very creative and understands new concepts quickly. The content creation process at bizbuzzcontent is the most efficient we have come across in our many years of working with other writers and agencies. If you want an excellent content program and a company that goes above and beyond, hire bizbuzzcontent today!
https://www.bizbuzzcontent.com/blog/testimonials/excellent-content-program/

Trusted partner for years

Jessica and her team at bizbuzzcontent have been a trusted partner for years, and have helped us with our blog, web copy and email marketing, in addition to providing lots of guidance on other content projects. The team is able to quickly get up to speed on any content project's requirements and create quality content that's on target. Over the years, they've helped us educate, drive brand awareness and website traffic. I would definitely recommend bizbuzzcontent for content services.

Ashley G., Digital Ad Management, SearchForce

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Ashley G., Digital Ad Management, SearchForce

Jessica and her team at bizbuzzcontent have been a trusted partner for years, and have helped us with our blog, web copy and email marketing, in addition to providing lots of guidance on other content projects. The team is able to quickly get up to speed on any content project's requirements and create quality content that's on target. Over the years, they've helped us educate, drive brand awareness and website traffic. I would definitely recommend bizbuzzcontent for content services.
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