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Creating an omnichannel strategy for your IT and high tech marketing means focusing in on your customers’ journeys and integrating your marketing activities across your marketing mixA 2023 survey of hundreds of engineering staff – from R&D/engineering staff to managers, leaders, and technical staff – has identified the latest trends in omnichannel marketing. In this article, we will depict these trends and others alongside our recommendations for high tech and IT marketers looking to boost their results through a customer-centric, data-driven approach to omnichannel marketing.
Omnichannel touchpoints for IT and high tech customersDid you know nearly three-quarters of the engineers who responded to the survey now conduct more than half of the buying process online before choosing to speak with someone at a company?
Once ready to connect with salespeople, the majority of those engineers wanted to do that online as well, with 59% preferring to connect over email and 5% online chat, as opposed to 24% engaging with a salesperson over the phone and 8% in person.
With so many customer journeys taking place online and offline, if you haven’t got a clear structure for your customer touchpoints it can be hard to make sure you are supporting your customers in their purchase decision. That’s where the RACE Framework comes in.
The RACE Framework is our simple, 5-step, strategic marketing structure, which you can apply to your business to create a streamlined, data-driven marketing strategy, centered around your customers’ omnichannel journeys.
Integrated through plan – reach – act – convert – engage, the RACE Framework unlocks a tried-and-tested marketing process for you to rapidly review and optimize your marketing activities individually and as a whole funnel.
Is your IT/High Tech business competing online?With so much competition, you need to stand out. Use the RACE Growth Process to win more customers
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IT and high-tech customers value useful content marketing when researching before a purchase. As demonstrated in Trew Marketing’s survey of engineers, high-quality content such as data sheets and case studies are considered very valuable by this audience.
Armed with this data, you can make informed decisions regarding content marketing distribution. For example, in the example above, investment in increasing the reach of your content which is already converting could work wonders for your ROI! Our RACE Framework guides marketing leaders through the step-by-step process of setting goals and then measuring their marketing activities’ performance against their objectives.
Ideation for high tech marketingOur content marketing matrix ranks content for its emotional/rational nature vs awareness/purchase goal. This matrix is just one of a number of tools our Business Members are using to plan, manage and optimize their marketing strategies. Join Smart Insights today for 24/7 access online to marketing solutions proven to drive growth for your business.
Is your IT/High Tech business competing online?
With so much competition, you need to stand out. Use the RACE Growth Process to win more customers
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Keep your high tech customers engaged by emailThe RACE Framework is at the heart of all of Smart Insights’ marketing training. We believe in the RACE Framework and so do our customers, because they are seeing the results themselves firsthand. The final step in RACE is all about keeping customers engaged after their purchase. This step is often missed out by inexperienced marketers since it is not obvious in a typical marketing funnel. However, our RACE Framework includes filling your funnel with existing, engaged customers to improve your customer lifetime value and accelerate your ROI.
As such, the RACE lifecycle diagram below demonstrates some of the marketing activities which you can use to retain, upsell and cross-sell your existing customer base.
As we know, email was highlighted as the preferred communication method by the Trew Marketing’s survey of engineers, with more than 50% of responders giving this channel preference.
In fact, more than half of the respondents subscribe to 3+ email newsletters, and nearly a fifth subscribe to 6 or more. However, less than half of the pool actually open each of their newsletters. So, the challenge here is to keep your customers and potential customers engaged by reaching out to them with subject lines that will pique their interest.
In the IT and high tech marketing sector, this is easier said than done, with April 2023 email channel research denoting an industry average open rate for ‘technology’ of only 12.44%, against the channel average of 17.13%. Note, these stats give the average open rates for all emails sent within the ‘technology’ sector, regardless of the stage of their relationship. For example, we would expect a loyal frequent customer to be more likely to open than, for example, a customer supplied via a third-party list. We recommend measuring email engagement to benchmark your results against other similar lists in your database, to get a better idea of how particular subject lines are performing.
We’ve got omnichannel marketing tools to support your engagement strategy. For example, this email sequence table outlines the first five emails a new customer would receive. Our editable templates allow you to download and amend email planning tools to quickly get up and running.
If you’re a high tech marker or manager looking to boost your profits with low financial investment, optimizing your customer engagement email strategy is a no-brainer. So, whether you’re looking to improve your skills or boost your teams’ channel performance, our email nurture training can help you get the results you need, fast.
Is your IT/High Tech business competing online?With so much competition, you need to stand out. Use the RACE Growth Process to win more customers
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Tech Jobs In Need Of Tech Talents To Cater To Digital Services
Tech jobs in India are waiting for tech professionals to fill in soon
In the post-pandemic period where the job loss has been increasing in a few sectors, on the other side
Tech talentsMany new positions have come up along with tech job openings post-covid period with high requirement of tech talents due to the broader trend of enterprises world moving towards digital technology and services. Rishad Premji, Chairman of Wipro, said in a letter to the shareholders in the company’s financial year 2023 annual report, “Technology is often at the forefront of economic recovery, but especially so now, as the pandemic has precipitated structural changes across industries and challenges established ways of working”. This shift can result in huge demand for
Salaries for Top Skills in DemandFullstack Engineers: With an experience of about 4 to 7years the package per annum is up to 20lakhs. Data Engineers/Analytics: With an experience of about 3 to 6years the package per annum is up to 22lakhs. React/Native: With an experience of about 4 to 7years, the package per annum is up to 22lakhs. SRE/DevOps: With an experience of about 4 to 7years the package per annum is up to 20lakhs. Machine Learning: With an experience of about 3 to 6years the package per annum is up to 22lakhs. Back End Engineers: With an experience of about 4 to 7years, the package per annum is up to 20lakhs.
Tech Jobs in IndiaCognizant, a multinational company that provides business consulting, IT, and outsourcing services has the highest openings for tech talents, about 35,000. Accenture is a tech firm that provides consulting and professional services has about 32,000 openings to fill up tech talents. IBM is a company that explores trending technologies such as Cloud, Artificial Intelligence and has nearly 6,500 job opportunities. Wipro is a giant tech company that delivers innovation-led strategy, technologies and business consultation services has 2,405 awaiting positions to fill. Microsoft is a multinational technology company that produces computer software, consumer electronics, personal computers, and related services has 850 job openings.
In the post-pandemic period where the job loss has been increasing in a few sectors, on the other side tech jobs are offering much-needed cushion by opening doors to new positions and opportunities. Many IT companies are looking for talents as the demand for products and services has been gaining momentum with the shift towards digital technology and services. There are hundreds of tech jobs across various tech firms, who are indeed willing to pay a premium to retain and hire talents.According to the report of Xpheno, an expert staffing firm revealed that Indian IT services, start-ups, and other product companies are recruiting 70,000 people across almost six positions by offering a hike of over 50-60 percent. The six roles of high demand are full-stack developers, data engineers, react native developers, DevOps, backend engineers, and machine learning chúng tôi new positions have come up along with tech job openings post-covid period with high requirement of tech talents due to the broader trend of enterprises world moving towards digital technology and services. Rishad Premji, Chairman of Wipro, said in a letter to the shareholders in the company’s financial year 2023 annual report, “Technology is often at the forefront of economic recovery, but especially so now, as the pandemic has precipitated structural changes across industries and challenges established ways of working”. This shift can result in huge demand for tech jobs and talents that can be a key factor in driving the growth of tech companies . Accenture had 3,000 positions open in 2023 to 18,000 in April 2023 and now increased to 32,000. This is due to the demand for tech professionals and due to this the company is back to pre-pandemic levels. The company is also increasing the salaries according to the skills and geographies to retain the talents. The CEO of Accenture, Julie Sweet, said during an earnings call,” It is not the highest the company has seen. It is an industry phenomenon and we are comfortable”. The other condition is that the CEO of Cognizant, Brain Humphries during an earnings call stated that the company has lost projects as it could not hire the talents needed. Since companies are in need of professionals, they are offering hikes and also building in-house talents to keep their employees on their side. Tech companies such as TCS, Infosys, and Wipro have already disclosed the second round of raises after they have rolled out the first one. And Accenture has promoted a record of 1.17lakh employees of which 1,200 were already to the managing director level. The HCL Tech’s Chief Human Resources Officer, V.V Apparoa said that the company will now hire nearly 70percent of freshers more than the others in the years to come since it has hired 40percent freshers and 60percent laterals this time. With demand for skilled professionals has increased, finding talent becomes expensive day by day.Fullstack Engineers: With an experience of about 4 to 7years the package per annum is up to 20lakhs. Data Engineers/Analytics: With an experience of about 3 to 6years the package per annum is up to 22lakhs. React/Native: With an experience of about 4 to 7years, the package per annum is up to 22lakhs. SRE/DevOps: With an experience of about 4 to 7years the package per annum is up to 20lakhs. Machine Learning: With an experience of about 3 to 6years the package per annum is up to 22lakhs. Back End Engineers: With an experience of about 4 to 7years, the package per annum is up to 20lakhs.Cognizant, a multinational company that provides business consulting, IT, and outsourcing services has the highest openings for tech talents, about 35,000. Accenture is a tech firm that provides consulting and professional services has about 32,000 openings to fill up tech talents. IBM is a company that explores trending technologies such as Cloud, Artificial Intelligence and has nearly 6,500 job opportunities. Wipro is a giant tech company that delivers innovation-led strategy, technologies and business consultation services has 2,405 awaiting positions to fill. Microsoft is a multinational technology company that produces computer software, consumer electronics, personal computers, and related services has 850 job openings. This is a great opportunity for all the tech people over there to try your luck.
Integrate And Test Your Tech Stack To Drive Business Growth
Building a tech stack involves more than selecting the latest technologies and integrating them for business growth
Building an integrated technology stack or “tech stack” plays a vital role in enabling business growth. Too often business leaders are investing in applications, connecting them to existing systems, and hoping for the best. They soon find out that is not an effective way to achieve their business goals. A better approach starts with setting clear objectives, collaborating company-wide, and picking the right tools for an organization’s specific needs. For long-term business growth, business leaders must also prioritize continuous integration testing of their tech stack to ensure usability and functionality in the long run.
What is a tech stack?A tech stack is the collection of digital products and technologies an organization uses to accomplish tasks. It encompasses the software, web applications, databases, and other systems that are core parts of how an organization operates. This includes tools used across different organizational departments – from marketing and sales to HR and finance. The right tech stack includes applications that easily integrate with each other to further streamline business practices and support growth. Delivering value and increasing growth is high on the list of objectives for every enterprise organization. Achieving this is made easier by curating a tech stack with the right set of tools.
Building The Right Tech StackBuilding a tech stack involves more than selecting the latest technologies, integrating them, and expecting your organization, department, or team to improve the way they operate. Before investing in new software or application, business leaders should consider the following:
1. Evaluate outcomes before toolsImplementing a set of tools before knowing what needs improving is a sure-fire way of creating a tech stack that will hinder rather than aid. First, organizations need to ask themselves, “What are we trying to achieve? What is the desired outcome? What is preventing these outcomes from being achieved?” For instance, if the customer experience is delivering below expectations, implementing a brand-new CRM system is not a comprehensive solution. First, leaders must look into why customer experience is not performing well. Delays in order fulfillment, ineffective customer communication, or slow system notifications can all cause an unpleasant customer experience. Customer order details might be entered incorrectly or could fail to reach the logistics center altogether. Perhaps the software delivering team is spending too much time checking code defects manually, leaving no time to work on new features. Understanding the root cause of performance issues is critical to solving them. Tools should merely be a facilitator. The immediate and primary purpose of building a tech stack is to align processes with business objectives to deliver as much value as possible.
2. Collaboration is keyOrganizational silos must be broken down to improve decision-making when creating a fully functioning tech stack. Using a consultative approach across departments is necessary, regardless of the type of tech stack being built. For instance, if a CRM platform is implemented in isolation to solve customer experience issues, but a distribution center is unaware, an order fulfillment workflow might completely break down. Having a discussion early with relevant stakeholders can flag any bottlenecks and determine if additional technologies are required to plug any gaps. With representatives from relevant teams and departments, identifying problems and setting clear objectives are easier. Once established, creating the appropriate workflows that streamline and automate processes is simple.
3. Consult the expertsAny application or system can work straight out of the box on its own, but few organizations require this level of simplicity. To cater to unique business needs and ensure any tech stack delivers value, varying degrees of customization are necessary. One main area is implementing business logic to create custom workflows. Custom workflows throughout any tech stack will typically follow a step-by-step process and include intricate rules. Features, such as mandatory fields, business rules, and “if/then” statements, will be implemented to ensure each application and workflow functions correctly. Although many application UIs are fluid, the number of potential actions, paths, and routes a user can take are many – there’s no guarantee they will follow point A, to B, to C, and then to D in that order. It is critical to consult with software teams to ensure the business rules are correctly implemented and the various user paths adequately tested. Consulting the software development team is necessary because end-to-end testing will have to continuously take place. In addition to different codebases, updates, new features, and maintenance work will regularly occur, requiring rigorous testing to maintain functionality across every platform.
Testing Your Tech Stack Is Imperative Test and monitor the user experienceAn unused tech stack defeats its entire purpose. To ensure usability, it is best to test from the user’s perspective. However, not all test automation tools have that capability. Most testing tools simply look at the code and verify the user experience from the backend, but for most modern applications, that’s not enough. Today’s applications have complex UIs that use features such as iFrames, drop-downs, and pop-up windows, to offer a better experience. These can be great for a user but can be hard to test with tools that only verify the code.
Figure 1. Creating a digital twin of the application allows you to test from the user’s perspective. (Image of Keysight’s Eggplant DAI)
Test user journeys with AIEssential to any tech stack are customizations, in particular, workflows. Business logic drives these custom workflows, increasing the number of user journeys that need testing. Users don’t necessarily move down a linear path in sequence. One step in the process might be accessible from different routes. Users may forget to enter necessary data, meaning they have to go back a step or refresh the page. Expecting a manual tester to predict every possible user journey and action is not viable. Use a test automation solution that conducts intelligent exploratory testing by utilizing artificial intelligence (AI) to increase coverage by auto-generating test cases for all possible user journeys.
Figure 2. Example of a possible user journey determined by full exploratory testing using AI. (Image of Keysight’s Eggplant DAI)
Test any technologyDue to the complex systems, devices, and codebases involved with every tech stack, organizations require a solution that can automate true end-to-end testing via only one test, regardless of the technology. The alternative option is to utilize multiple manuals or automated testing tools and create test cases for every technology, system, and application that makes up the tech stack. Considering that most tech stacks are cloud-based, users will be accessing platforms on different web browsers, on multiple devices, and built on various programming languages. In some cases, merely logging into an application requires two-factor authentication, which involves testing user journeys across a range of computers and mobile devices. Manually testing these scenarios or using multiple tools takes time — time your competitors are using to release new features and digital products to the market faster than you can.
Figure 3. Digital twin model of testing 2-factor authentication across multiple devices. (Image of Keysight’s Eggplant DAI).
SummaryWith the right tech stack, business leaders can connect digital workflows across teams and departments, improve collaboration, and achieve common business goals. To ensure long-term business success, continuous testing of the tech stack must be a priority. To learn more about AI-driven test automation, visit
Author:Anna McCowan, Software Solutions Manager at Keysight Technologies
Different Types Of Lip Products And Their Uses
Lip products have become a staple in many people’s makeup routines, offering a variety of options to enhance and protect the lips. From lip balms to lipsticks, glosses to stains, there are countless types of lip products available in the market today. Each product serves a unique purpose, from providing hydration and nourishment to adding color and shine. With so many options to choose from, it’s easy to find a lip product that suits your individual needs and preferences.
Lips ProductsOne of your face’s most appealing traits is the shape of your lips. They might give you a fashionable or even boring appearance. There are numerous lip cosmetic options on the market that can transform your appearance. Moreover, lip makeup is important for face makeup. Hence, it would be beneficial if you carefully selected the lip tints to make your lips look fantastic. The list below might help you learn more about the various lip creams and how they can affect your lips.
Lip OilLip oils can be worn alone or on top of lipstick for extra shine and hydration. They are available in a variety of colours and finishes, from clear to tinted. They are a fantastic option for anyone who wish to maintain soft, smooth lips while achieving a natural, effortless look.
Lip GlossA classic lip cosmetic, lip gloss gives the lips a glossy, high-shine look. Typically, oils, waxes, and polymers are included in its formulation to assist create a smooth, shiny finish. Lip glosses are available in a wide range of colours and formulations, from glittery to metallic to holographic, and come in a number of textures, including transparent, sheer, and opaque. They can be used on their own or over lipstick for more dimension and shine. For individuals who want to add a dash of glitz to their makeup look or highlight the natural beauty of their lips, lip glosses are a fantastic alternative.
Lip BalmThe purpose of lip balm, a type of lip lotion, is to deeply hydrate and nourish the lips. Beeswax, shea butter, and coconut oil are frequently used in its formulation since they assist to calm and protect the delicate skin on the lips. Lip balms are offered in a number of flavours and scents and come in a range of forms, including classic sticks, pots, and tubes. They offer long-lasting hydration and aid to halt further drying or cracking, making them a fantastic option for people with dry or chapped lips. Lip balms can be used to add moisture and smoothness on their own or under lipstick.
Lip PlumperA lip product called a lip plumper is made to increase the volume and fullness of the lips. It is frequently made with chemicals like cinnamon or peppermint oil, which temporarily boost blood flow to the area and give the lips a plumper appearance by stimulating the lips. Hyaluronic acid and collagen are additional ingredients in certain lip plumper’s, which aid to moisturize and plump the lips over time. Lip plumper’s can be worn alone or over lipstick to give lips more fullness and dimension. They are available in a variety of forms, from clear to coloured. They are a fantastic option for people who want a pout that is fuller and more voluminous.
Exfoliating Lip ProductsLip products with exfoliating properties are made to exfoliate dead skin cells from the lips and expose softer, smoother skin. They are frequently made with fruit enzymes, sugar, salt, or other exfoliating chemicals that assist to gently remove dry, flaky skin. Exfoliating lip products are offered in a number of flavours and smells and come in a range of compositions, including scrubs, masks, and balms. They offer a gentle and efficient technique to remove dead skin and support healthy, moisturized lips, making them a fantastic option for people who have dry or chapped lips.
LipstickThe traditional lip cosmetic, lipstick, gives the lips long-lasting colour and definition. It is often made with pigments, oils, and waxes, which contribute to the creation of a creamy, smooth texture that applies effortlessly and maintains its appearance for hours. Lipsticks are offered in a number of colours and finishes, with a range of formulas including matte, satin, and glossy. For more depth and complexity, layer them with other lip treatments like lip liner or gloss or wear them alone. Lipsticks are a fantastic option for people who want to add a burst of colour to their makeup or make a big statement with their lip colour.
Whipped Lip ButterA sort of lip balm that offers the lips exceptional moisture and nourishment is whipped lip butter. Shea butter, cocoa butter, and coconut oil are common hydrating components included in its formulation, all of which assist to soothe and soften dry, chapped lips. Lips feel soft and silky after applying whipped lip butter, which frequently contains natural flavours or aromas for an enticing, aromatic experience. It offers a glossy, translucent finish that highlights the lips’ inherent beauty and offers long-lasting moisture and defense. When looking for a high-end, hydrating lip product that feels rich and nurturing, whipped lip butter is a fantastic option.
ConclusionKnowledge of the various lip product varieties and their applications is crucial for attaining the desired look and preserving healthy lips. There are numerous solutions to fit your needs, whether you choose a natural or strong lip look. You may choose the ideal lip product to improve your overall appearance and keep your lips feeling and looking their best by taking into account elements like texture, colour, and formulation.
A wide range of substances, including moisturizers, sunscreens, and scents, can be included in lip products in addition to the many lip product kinds. When choosing a lip product, it’s crucial to take into account these substances to make sure it suits your demands and doesn’t have any negative side effects. In order to maintain your lips healthy and looking their best, you should exfoliate and moisturize them on a regular basis. The appropriate lip cosmetics can help you create attractive, healthy lips with a little knowledge and attention.
Your Personal Wikipedia: 9 Free Apps And Services That Help You Remember
Computers and smartphones can store and sift through reams of data. With a bit of help, you can harness that power to manage the information you need, whether it’s something hidden away in an obscure email message, a search engine result, or a tidbit that you haven’t written down at all. The nine services and applications below can help you become more productive and make better use of the technology you already own. Each offers a free version, too. Thanks to these knowledge managers, your next project may be easier to finish than you might think.
Catch-All ServicesOne popular type of knowledge-management service is the “catch-all” service, which acts as a big bin into which you throw random bits of knowledge for retrieval when you need the information.
Evernote is probably the best-known service in this category. It has a desktop application, a Web app, and mobile apps that allow you to feed new information and search for existing data. Evernote also offers the Trunk, a hodgepodge of third-party applications, services, and hardware that all play well with the service.
While Evernote has a limited free version, Springpad is entirely free, and displays occasional promotional messages based on the information you save into the service.
Browser-Based Wiki SystemsJust as Google is synonymous with “search,” Wikipedia is synonymous with “knowledge.” This global online encyclopedia proves that the wiki format works well for managing knowledge. You can make a wiki of your own, too. Of course, your wiki doesn’t have to be all-encompassing; it can focus on one particular topic or project, or serve as an interactive journal.
Not all wikis must be collaborative–or even public, for that matter. TiddlyWiki is a tiny personal wiki that resides in a single HTML document, with a small, optional Java applet on the side. TiddlyWiki costs nothing, can live in a Dropbox folder or on a USB stick, and works with pretty much any modern browser. It’s customizable, as well, and it even has optional plug-ins. Your wiki is divided into individual topics called “tiddlers,” which are ideal for storing tidbits of knowledge.
Desktop-Based Wiki ApplicationsOne well-known personal wiki is Tomboy, from the open-source GNOME project. Tomboy does everything it can to stay out of your way and just let you write: It automatically saves notes, and it makes links to existing topics magically appear. If only its installation routine were as magical–on Windows, Tomboy requires you to install the GTK# runtime before you can use it. On the plus side, it works on Linux (the OS it was meant for), as well as on Mac OS X. And Tomboy is unique in that each note resides in its own window.
Like Zim, WikidPad uses a single-document interface with a topic tree, but it has a native Windows look and feel, and it can serve as a portable app.
Tomboy, Zim, and WikidPad are all free and open-source.
If you are looking for a commercial desktop wiki, ConnectedText is a good choice. This powerful personal wiki starts at $40, but is a mature product with support for revisions, outlines, tables, and more.
Roll Your Own WikiEmployed in large collaborative wikis such as the official Python wiki and the Debian wiki, MoinMoin is surprisingly easy to install as a single-user desktop wiki. If you already have Python, basically you just have to extract it and run a single Python script to start saving pages. Configuring MoinMoin is a different matter, though.
Deciding which knowledge management system to use is all about personal preference. You may find one you love at first sight, or you might encounter a system that gradually grows on you until you wonder how you ever lived without it. Regardless, having a solid personal database can save you tons of time and frustration.
Measuring Your Content Marketing Roi
Measuring the effectiveness of your Content Marketing Strategy
Our recent research with HubSpot on Competing on Content Marketing in 2023 identified that measurement of content marketing ROI was one of the main challenges of managing Content Marketing today - rated as a challenge by 51% of respondents.
More generally Daniel sees the key challenges of content marketing are around resourcing, but also sees a lack of strategic planning. Even though, this also means some of the challenges around resourcing can be addressed by making sure the resource we do have is used effectively and efficiently by doing more of what works.
Lee Odden CEO of Topline Online Marketing says that without confidence in the discipline, established best practices and a clear strategy to measurement, investing in content marketing would seem less favorable. Lee explains that ‘most marketers want a sure thing or at least credible evidence of a successful return on investment.’
He explains that ‘when clear goals, defined target audiences, efficient processes and measurable results can be demonstrated, then there’s no reason not to invest in content marketing.’
According to European marketers are struggling to measure the ROI of their content marketing. 45% of European marketers’ top challenges with content marketing are around measuring ROI and producing enough quality content.
Geraint Holliman, Director of Planning and Head of Content Marketing at the Direction Group says that most brands are applying the same measurement approaches to content marketing as they do to their other marketing activities. Since content marketing works in entirely different ways to traditional outbound marketing, many marketers need to wake up to the fact that using the same old measurement techniques is giving them very little chance of effectively measuring and justifying content marketing investment.
‘Virtually nobody has considered what their content objectives should be, what their customers’ unanswered questions are or what content would help customers make better decisions. The fact that 58% respondents recognise the value of a content marketing strategy (question 6) yet 56% don’t have a defined content marketing strategy confirms that most brands are still treating content marketing as a tactic and not an overall approach to engaging customers”.
How do you measure your content effectiveness?We all know there are many metrics to measure this. Annmarie Hanlon, Digital Marketing Strategist, Author and Trainer, recommends using Google Analytics or your analytics tool to show the volume of traffic completing an action, driven from your content sources. Gather an evidence base to convince the senior team.
She explains further that ‘a lot of the problems marketers have are not just around getting the initial investment to make their content marketing dreams come true, but sustaining that initial support when results take time. It’s important to set the right expectations when pitching for your initial investment. Senior management teams are probably used to the timeframes of success they get from paid campaigns – or even the quick wins they had from SEO before the various Google updates of the past year.’
‘The results from content take a little longer, plus everything you do with content won’t necessarily be successful. Keeping that support as marketers figure out how to make content work for their company is the difference between staying at that inconsistent level and moving towards having a more optimised strategy.’
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