by KnowledgeStorm, Inc
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Published on: October 2005
Type of content: WHITE PAPER
Adobe Acrobat (.pdf)
The Internet enables prospects to search for you (and your competitors) rather than the other way around. Prospects and buyers are using broad Internet search engines, vertical search engines, online media, and industry-specific websites to create short lists of solutions and companies to consider -- often before they ever hear from or contact you. This means that you must place expertly crafted content wherever prospects might be searching -- so they will find you.
Technology has moved into the mainstream, and marketers must reach not only technology professionals, but everyone else in the decision cycle. This includes executives, financial managers, line-of-business managers, consultants and a myriad of others inside and outside the organization. Technology marketers need to uncover who is seeking, sharing, and using your content, so that they can tailor what is said, and can continue to refine messages and content formats through ongoing analysis of who is using what content, and at what points in the buying cycle.
The competitive playing field (from the buyer's perspective) is no longer limited to companies that attend the same trade shows, advertise in the same magazines and appear on the same competitive analysis matrices marketers invariably produce.
Savvy marketers are surmounting these challenges by leveraging a new marketing methodology called Intelligent Content Strategy to attract more prospects that are looking for their solutions. An Intelligent Content Strategy results from following a three-step process pioneered by KnowledgeStorm and outlined in this white paper. It is based on research and insights from years of experience working with technology companies and analyzing the challenges they face when attracting and fulfilling sales leads.
Marketers use an Intelligent Content Strategy to develop more effective content, to make it available more efficiently and to influence the most important decision makers at the right stages of the buying process. The result: streamlined, effective marketing programs that generate leads from people who are actively searching for solutions.
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