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.
Content developed or touched by technology PRs often has a role in influencing B2B IT buying decisions according to a study by IDG. That’s encouraging given that plenty of commentators have been disparaging about the future of PR.
Here’s a round-up of PR, tech and marketing articles that caught our eye online in recent days. Includes research focusing on the reasons why people adopt emerging technologies; why and how freebies do not impact tech bloggers’ reviews; how football clubs are capitalising on digital technology to drive fan and sponsor engagement; and how automation is helping reporters in the newsroom.
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?
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.
Here’s a round-up of PR, tech and marketing articles that caught our eye online in recent days. Includes stories on how online media can suffer without Google News, the horrors that result when algorithms get it wrong and how a viral social media story has meant a dentist-come game hunter has been forced into hiring a PR agency after killing a famous lion in Zimbabwe.