Much of the methodology implemented by the Google search engine to produce the linear, ranked results to search queries, as well as the methodology used by its competitors to produce similar results, is based upon analysis of text information found on web sites. This methodology, we argue, applies not only to how web site content is processed by Google’s famed algorithm, but, further, to how the actual authority of inbound linking web sites is established with regards to specific key word searches. This ranking methodology has been in use since the inception of Google as a search engine, meaning going back to the late 1990s. Needless to say, in today’s enterprise IT ISV market, the writers who produce all of this editorial content are experiencing high demand. Therefore, enterprise IT ISVs looking to staff up with these talented individuals should budget appropriately.
We do not see these surroundings changing anytime soon. Therefore, if the quality of marketing communications (MARCOM) content is a truly mission-critical factor for your business (we need to note that we are completely confident that a mission-critical role for MARCOM makes sense in today’s market), than plan accordingly. Taking the risk of missing the mark on a market message is not to be advised. As we have written extensively here in this blog, enterprise IT software buyers in 2012 are very much a new breed that is short on conversation, long on independent research, and not very open to outside opinion. Better get the right message to them than to risk a product launch that fails to generate “escape velocity.”
But hitting the mark does not need to mean an expensive series of acquisitions, that would necessarily include:
- Staffing up with a useful MARCOM expert
- Signing up with a SaaS lead management service like Marketo or Hub Spot
- Commencing an online advertising campaign
- or an Ongoing Organic Search Optimization Program
- or, finally, an Integrated Direct Marketing effort
We think it is possible to make a right choice with #1, above, and then proceed to #s 3, 4, and 5. We think an enterprise IT ISV can skip #2 and still do very well as long as the choice of #1 is a “right” selection.
If you run an ISV business, you ought to look carefully into the quality of your current MARCOM content. We can help you put together a useful picture of how enterprise IT software buyers are receiving your content. We can also help you find the right individual for your MARCOM expert staffing requirement. Please call Ira Michael Blonder at +1 631-673-2929 to further a discussion about our retained consulting services. Plans begin as low as $3200.00 per month (3 mos minimum). You may also email Ira at email@example.com.
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