Content Management

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Content Management

Successful technology marketing and technology branding begins with a solid foundation of content management that’s intended to accomplish the following:
Analyze target audiences to intimately understand their content management needs or wants relative to the particular technology product or service.

Analyze competitors' brands, positioning, taglines, content management, use of imagery and other elements to determine the most advantageous and visible position to own in the marketplace.
Refine and prioritize your benefits relative to your customers' content management needs and wants, and differentiate you from your competitors.
Create a logical product feature and benefit hierarchy.
Create a positioning statement that offers an effective and dramatic foundation to communicate to the target audience.
Provide strategic recommendations for communicating your product or service offerings to this market, and determine the need for an improved graphic identity, collateral materials, website and other marketing elements.

A successful communications strategy for a technology marketing campaign depends on the integration of four key components.
If you’re planning a technology marketing content management campaign, you need to pay particular attention to the four essential elements of any successful content management campaign. Any successful advertisement, direct mailer, web banner, website, or print collateral needs to include these content management elements.
1. Brand – The sum total of the messaging and graphic elements that position and differentiate your technology company in the marketplace against your competition.
2. Message – Your positioning statement and value propositions that create compelling headlines used in ads, collateral, direct mail and online marketing efforts.
3. Image – The graphics, colors, and imagery used to create visual magnetism and attract prospects to read your marketing piece and take the next step.
4. Reach – Your tactical considerations for reaching your target audiences (i.e., print ads to 45,000 prospects in XYZ magazine, or banner ads to 100,000 impressions in XYZ website.)

Creating a successful technology brand or technology marketing program begins with a simple four-step exercise to help you differentiate your company from the competition and create relevant content management value propositions that will resonate with your prospects.
1. What the market wants – Define the content management needs and wants of your key prospects. Make a detailed list of everything you feel your customers need from your content management product or services from technical standpoint (ie., 50% increase in uptime) and from a human standpoint (‘helps me focus on other more important details’).