Nearly two-thirds of tech content marketers are concerned about the fast pace of search algorithm updates and general changes to search engine optimisation, a new study released this week by Content Marketing Institute has found.
The latest “Benchmarks, Budgets and Trends” report for content marketers in the tech industry highlights a number of interesting insights, including the fact that 82% of brands are focused on using blogs, articles and other materials to drive retention and build loyalty with an existing client or customer base.
While content is laying the foundation for a plethora of positive business processes and actions, many admit that it can be difficult to create the right content due to the complex nature of the audience journey and sales funnel inherent to the tech sector. This is why 68% say that their top challenge is coming up with content that appeals to multiple roles.
Content Marketing Institute’s Vice President of Editorial Kim Moutsos said: “Tech content marketers definitely feel the challenge of the complex decision-making process they face with clients.”
She added: “We found this among content marketers who consider themselves very/extremely successful as well as the group as a whole. Despite this, a full 75% say their organization’s content marketing is more successful compared with one year ago, which is exciting to see.”
Tech marketers are also using content successfully to create brand awareness (84%), which is the top achievable goal for the last 12 months, ahead of generating more demand and leads (80%) and educating audiences (74%).
