Archives for: January 7th, 2020

It’s Time for Content Marketers to Narrow the ‘Value Gap’

Written by Rob O'Regan on 07/01/2020

IDG’s Customer Engagement survey, now in its 7th year, always includes a few surprises. But it also includes a few themes that carry over from year to year. The one constant that deserves marketers’ full attention is what I call the “value gap”– the disconnect between IT buyers’ need for relevant, helpful content and technology […]

3 Ways to Separate Your Content Marketing from the Pack

Written by Rob O'Regan on 03/05/2019
separate your content marketing

Technology marketers are making steady progress in the art and science of brand storytelling – aka content marketing. In the B2B tech edition of the Content Marketing Institute’s latest study (sponsored by IDG), 75% of tech marketers say their content marketing efforts are more successful than they were a year ago. Nearly half (49%) believe […]

Don’t Call Yourself a Thought Leader; You Have to Earn It

Written by Rob O'Regan on 17/05/2018

I’m not a huge fan of the term “thought leader”, but it does provide useful context for technology marketers trying to reach IT buyers. Thought leadership is a critical component of any content marketing strategy, because demonstrating expertise on a topic is a critical step in building credibility and trust with prospective customers. I would […]

7 Steps to Successful Content Marketing

Written by Rob O'Regan on 03/04/2018

Content marketing is not rocket science – but it can get complicated. Here are seven steps to help you create high-impact programs that move the needle on your business. Step 1: Define your target. Buyer personas are a foundational component of a content strategy – if you don’t understand the needs and pain points of […]

Digital Transformation Paves a More Level Playing Field for Incumbent & Startup Tech Vendors

Written by Rob O'Regan on 16/03/2018

As digital transformation disrupts traditional IT architecture, IT buying patterns are shifting as well. Notably, incumbent vendors appear to be losing their edge against startups and other new entrants. IDG’s latest Role & Influence of the Technology Decision-Maker study finds that of the more than 2,000 technology purchases studied, nearly half (48%) went to a […]