In your IT marketing, you might do well to consider the content upgrade approach. It’s a new technique that you’ve likely seen. Basically, if a client is interested in an article, at a strategically significant point as specified by the data, a pop-up will populate in a corner of the screen inviting them to click on a more in-depth exposition of the same content. If they were reading a short 500-word article, a pop-up might lead them to a 3k+ word white paper or a tutorial video. There are some prime benefits to such content, several worth considering include:
Repurposing Content Design Ingredients
IT marketing ultimately generates a lot of data which often goes under-used. For example, you might have a ubiquity of statistics you employ to illuminate a point for clientele. A content upgrade option might be that data in the raw.
This could really be valuable for someone who has to pitch you to a higher-up with buying power. When everybody can ingest the data in raw form, without slant, they can come to a conclusion that’s more informed and trustworthy.
Provide PDFs of Relevant Data
If you’ve got good enough content, you’ll have clients who want to keep it. If you find the same people regularly returning to existing content, you might make a downloadable PDF available. This is a convenient content upgrade; it’s very simple and your clientele will appreciate it.
The Cheat Sheet
It’s important that you provide those who visit your digital presence certain tools they can use. This anchors you in their minds as authoritative and helpful. For some concepts, a cheat sheet may be ideal. Design one that’s downloadable and applicable to certain IT areas. For example, the “new server setup checklist” cheat sheet or “cloud computing questions”.
An IT marketing campaign which provides cheat sheets, PDFs, and more in-depth data will very likely increase visibility and reach online. If you haven’t looked into content upgrade strategies, you might want to.