Challenges of taking highly innovative ideas to market

Jan 19
Content and Digital Marketing

Challenges of taking highly innovative ideas to market

The value or advantages of highly innovative new products or services are not always immediately so obvious to the buyer persona. One of the challenges high tech companies face is persuading the target buying audience that the supplier has the right product or solution which meets the customer need. The key of course is in the message which has to be clear, compelling and consistent across all the marketing channels, helping customers to make a difficult buying decision more easily.

This is where content marketing comes in.  Content marketing uses a mix of various types of content to try and persuade the reader/viewer to change their opinion or to take a decision. The content is targeted at prospects within various stages of the buying cycle.

High tech products and services are often surrounded by complex technical jargon or have masses of feature rich functions and capabilities which can drown out the key value proposition. Getting the messaging right is of prime importance and there are proven methods to do this such as using message maps as part of your content marketing strategy.

Often the initial engagement of the customer lasts only a few seconds or at best a couple of minutes, perhaps as they glance at a headline of an on-line article, an advert in a technical magazine, or passing a banner at a trade event. The first few seconds are the most important and then everything else from there on has to keep them engaged, all the way through the buying cycle, to the sale and on to post-sales support.

This might all seem straight forward to some, but if you have experienced the frustration of not being able to reach your ideal buyer personas we may be able to help you.  Find out more about 4Content Marketing and what we can do for you, contact us now on +44 (0)1752 936367.

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