Tech

From white papers, blogs and guest articles, to case studies, analyst research and product reviews, B2B technology marketing is dedicated to the creation and dissemination of huge swathes of content. Yet despite it all, 80% of IT decision makers say it’s a challenge finding information that's actually useful, according to a survey report by IDG Enterprise. Evidently our content marketing is misfiring and doesn't show tech buyers the understanding and love they're crying out for.

If you’re a B2B tech marketer, you’ll know it’s tough to get the media to write news stories about your new products.  Unless you’re Microsoft, Google, SAP etc – or your new product is a ‘world’s first’ (or involves a genuine step up in innovation) - corporate IT publications are unlikely to want to cover your launch.  It's frustrating. So what are the options for generating product PR?

This week I stumbled upon an interesting study that delves into how marketers go about buying technology for their businesses.  While a lot of what’s in there is stuff you might expect, there were a few things that definitely caused me to raise my eyebrows.

In January Google made a change to the way it orders and ranks search results, providing some interesting insights for PRs and Publishers.  Briefly, early analysis of this update (labelled Google’s core update) indicates that articles in online publications are being given a boost in search results if they are ‘timeless pieces’ that cover topics in depth. Shorter ‘newsie’ pieces are more likely to drop down in searches once they are no longer topical.

Here’s a round-up of PR, tech and marketing articles that caught our eye online in recent days. Includes PR advice for young companies straight from Facebook’s head of tech comms, why tech journos must keep their distance from big brands , the growing importance of long form content, and new guidelines for video bloggers from the Committee of Advertising Practice.

Whenever there’s a big tech news story such as Google’s rebranding to Alphabet earlier this week, industry journalists are inundated with PRs offering comment from their clients in the hope they’ll get quoted in articles. When is it a good idea for PRs to try this approach? And when should you give it a miss?