Decoding Technology Marketing

Content as Currency

Earl Siamundo wrote this on Aug 18 / 1 comment

Earl Siamundo is energized by new technologies and how they make our lives more productive, interesting, comfortable, connected and entertaining.


Ten years ago, the secret ingredient to effective marketing was search optimization. For the past five years or so, social media has been the darling vehicle for promoting product and solution offerings. Recently, all that's changed again. There's a surge of industry momentum around content now. Today, it's not considered comprehensive marketing unless it's connected to the word "content." Nowadays, content matters significantly and it is taking center stage. It's demanded, acknowledged, and critically important.

But why the resurgence?  Why does content matter again when the word “content” was met with derision just a few short years ago?

I believe the reason why content has gained all this attention is the realization that it truly matters to prospective customers. In recent years, there’s been a real transformation in the way people consume information through digital and social platforms. And content became the critical ingredient to all integrated marketing strategies. Everything. There's no lead generation and nurturing without attention-grabbing content. There's no social media without click-worthy content. Really, there's no webcasts, blog posts, or any kind of digital media without interesting content. Even when you search, you're searching for content. Meaningful content is the high-octane fuel that makes effective campaigns go.

Today, content has become a currency that can broker a real exchange between buyers and sellers. It is a means for companies to demonstrate expertise, show personality, and build trust.  And it gives prospects a more thorough understanding of the brand’s value and thought leadership. So the more subject matter expertise and brand voice you can bring to the conversation, the more business you can create with prospective buyers.  This expertise can be displayed in various forms of content.

Well-crafted content can be highly influential and effective in driving purchase behavior.  These days, artfully communicating to your audience is critical. Technology buyers are no longer persuaded by advertising alone. They’re using the web, search, social networks, and more to educate themselves on potential purchases. Research shows consumers are 60% through the buyer’s journey before reaching out to brands for help on available options. This is where high-quality content marketing comes into play. It is the conduit that leads prospects to your doorsteps. And this is why powerful content should be your currency.

This isn’t to say you should put all your eggs in the content marketing basket, but it’s not something you can afford to ignore. When done properly, a winning content marketing strategy will enhance attention for your brand and generate business. That’s why more companies are realizing the need to balance out their traditional marketing efforts with content marketing campaigns.

Relevant and riveting content is a currency that your company can exchange for lasting customer relationships. So it's high time to infuse content as the major component of your marketing strategy. Because all things considered, isn’t content really the catalyst of everything you're doing in an integrated marketing program?

Think Long, Write Short

Earl Siamundo wrote this on Oct 29 / 0 comments

Earl Siamundo is energized by new technologies and how they make our lives more productive, interesting, comfortable, connected and entertaining.


Consider:

The average attention span of a goldfish is 9 seconds.

The average attention span of a human is 8 seconds.

So when telling your business or technology story,

Make. Every. Word. Count.

So you want to disrupt the status quo. Why?

Earl Siamundo wrote this on Mar 5 / 0 comments

Earl Siamundo is energized by new technologies and how they make our lives more productive, interesting, comfortable, connected and entertaining.


“People don't buy what you do; they buy why you do it.”

Simon Sinek
Author, Start With Why
 
The statement above seems so simple, but further reflection reveals it to be quite powerful and so profound.
 
Especially when viewed from a technology marketing perspective.
 
As an enabler of technology, why do you do what you do? 
 
Have you really given this question much thought?
 
Sinek contends that in order to succeed in creating disruptive products that deserves a buyer’s consideration, you must first identify why you want to do it.
 
He suggests that once you articulate the main reason for inventing your technology, your actions will be intentional and will always be in service to your stated purpose, leading you to create great products and inspire people to attach to your brand.
 
I believe it.  
 
And I believe all successful thinking starts there.
 
Why?
 
Because I believe that people make purchase decisions based on emotion, then justify with logic.
 
Facts and figures drive understanding. Inspiration drives behavior and action.
 
People are not inspired by what you’re doing or how you’re doing it.  
 
They are inspired by why.
 
Sure, people need to be reassured that your technology can stand on its technical merits. But they need to feel their way through the decision making process.   
 
They need to understand your reason for being. They need to know where you are coming from.
 
It is the thing that resonates.  It’s what makes them feel good about doing business with you.
 
When you tell people why you do what you do, they relate to it and start to believe in your cause.
 
When people believe, they are inspired. When inspired, they act.
 
And people want to be inspired.
 
When you articulate why you do what you're doing, it's a statement derived from your core.  
 
You are communicating from the inside out.
 
So your message rings truer with your target audience.
 
People recognize real purpose. It's infinitely more believable. 
 
And more attractive.
 
To me, brilliantly engineered technology designed to serve a core belief and messaged with great style and creativity is irresistible.  
 
There are 3 great and obvious examples of technology companies who start from a core belief and operate and communicate accordingly:
 
Apple - Think Different
Toyota - Quality above All
Google - Do No Evil
 
Game changers, all.
 
So you want to disrupt the status quo?
 
Why?
 
The key to achieving your goal lies within your answer.
 
It's so simple, yet so critical and profound.