Content marketing can be a decisive factor for an IT firm in the B2B tech world. A great content piece is the key to a robust bottom line, which sets an IT firm apart from its competitors and establishes the business as a leading industry authority. It also sends a direct and strong message to the customers that an IT firm really knows its stuff well. Today, competition in the field of IT is savage and buying decisions of customers rest on research and trust. And this calls for superior quality content marketing services.

Here are some reasons why IT firms should begin with B2B content marketing:

1. Technology is a sophisticated sale

Almost all big companies include several decision makers while considering a technology purchase. These include influencers from the operations, finance, IT, and executives from other business areas where technology plays a vital role. With so many decision makers, the technology sales cycle may span up to several months or years. A good content marketing strategy will help nurture leads with content that is appropriate to each stage of the buyer’s journey in an effective way.

2. The B2B technology connection-disconnection

Including content marketing as an integral part of the business can at times be astounding and tricky. A content marketing campaign requires time, dedication, and effort. But since 57% of potential B2B tech customers have already made plans to buy your brand even before they meet a salesperson, it is one of the most formidable ways for tech companies to market themselves.

Moreover, the number of people researching online is increasing significantly. It’s expected that by 2020, nearly half of the workforce will be connected to the Internet and most of these will be millennials who have been born and brought up in an online world. Will old school marketing methods be effective with them? The answer is a clear no, and to bridge the gap IT firms need to adopt content marketing.

3. Tech buyers consume a lot of content

A recent Tech Target Media Consumption Report revealed that 91% of tech buyers consume content in the initial stages of making the purchase and about 85% in the middle stage. Thus, smart technology marketers are giving more due to content marketing, which includes blog articles, white papers, and video content to not only educate but also influence buyers. Such strategies display expertise and advise buyers at critical stages.

4. Technology customers want to help themselves

Studies have revealed that 67% of people prefer self-service over speaking to someone and about 91% of people would like to use an online knowledge base if it were adjusted according to their needs. Thus, it is mandatory for creating the right type of content not only for prospects but also for buyers as this will pay in the long run.

 5. B2B content marketing sets you apart

Unless you are a tech giant like IBM, you need to set yourself apart. In fact, even big players like Microsoft, Google, and Apple produce an unbelievable amount of diverse and compelling content. B2B businesses today, are so lacking in content that even a small amount of effort can make the difference.

There is no better time than today for IT firms to invest in B2B content marketing as it represents a huge opportunity for not only educating the audience but also identifying and engaging with internal and external influencers, and converting visitors into customers.