In the growing (and fast) technology space, buyers are too savvy to fall for a hard-sell, advertising-led approach. No strangers to research, they want content that provides actionable solutions to their problems. From facts and figures to business and technical considerations, your content needs to be practical and not puffery to break through to various stakeholders, each with their own needs and agendas.
The buying decision can be accelerated when your company is viewed as a go-to resource before any formal introduction or meeting has taken place. Providing useful content is the gateway to gaining the trust of your audience. Through third-party endorsement by the media, you’ll be seen as more credible and trustworthy. It’s a relationship that can’t be formed overnight, but it’s also made to last as long as you keep the momentum going with valuable information.