Technology marketing

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.

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.

It feels as though there are increasing numbers of media titles targeting marketers right now. And I’m wondering if the extra buzz in the sector  is connected to marketers spending more on technology than ever before –meaning publishers can make money selling advertising to marketing tech suppliers.

Google author markup for PRsGoogle’s authorship markup programme  means anyone who creates web content can potentially have a thumbnail headshot of themselves appear next to their content in Google searches. Links to the author’s profile page on Google Plus and to other content he/she has produced are also displayed.