When it comes to any IT Marketing campaign, consistency is critical. Too often, vague goals or limited resources lead to inconsistent posts, ultimately leading to a campaign that doesn’t meet its objectives or simply isn’t effective. However, worrying too much about consistency can lead to over-posting or publishing too much content, often at the expense of quality.

It’s Not Just About the Number of Posts or the Number of Keywords

When we think about search engine optimization, often we think about using targeted keywords as often as possible in order to reach a specific audience. Overusing keywords and over-posting can lead to a drop in the quality of your posts and turn your readers off. Your readers can tell when you are stuffing keywords or using them unnaturally. Doing this too often creates bad posts. Your readers aren’t likely to share those posts and other sites aren’t likely to link to them. The same goes for pushing out too much content—you can quickly tire your readers with too many posts, becoming disinterested in your IT Marketing campaign as a result.

Evaluate Your Business and Sales Goals First

IT Marketing isn’t about posting for the sake of posting. IT Marketing is about creating a strategy that fits your company’s strategic goals. Before you start an IT Marketing plan, evaluate your business and sales goals. Do you have a new product or service that you’d like to generate awareness for? Is your business moving into a new market you’d like to target? How can the content that you craft positively amplify your company’s message? Only after you’ve figured out your business goals can you turn to your IT Marketing content.

There is No “One-Size-Fits-All” IT Marketing Strategy

We have a tendency to look at other successful IT Marketing campaigns to try to emulate what they’ve done. While it can be good to look at the successes and failures of others, it’s important to recognize that every company is different. What worked for one business might not work for yours. There is no “one-size-fits-all” strategy when it comes to IT Marketing. You should be prepared to determine your business and sales goals as well as your target audience first.

Know Your Audience

When you are pushing a new product, you have a pretty good idea of what the typical buyer’s characteristics are. You know your audience, and it’s critical to the success of your products. You wouldn’t push a product that doesn’t meet the needs of your target audience. You have to do the same for the content in your IT Marketing. Do you have a younger audience that might be more apt to utilize social media or does your audience respond better to email or newsletter campaigns? Knowing your audience will help you to produce quality, focused content for your IT Marketing strategies that get results.

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