Content marketing can help cloud vendors educate users

Published on
by Brafton Editorial
AYTM Market Research found that cloud vendors stand to benefit from content marketing that educates prospects since many don't know they already use the technology.

AYTM Market Research recently reported that consumers use cloud computing every day, but many don’t realize it. For companies offering cloud services, whether B2C or B2B, content marketing offers a strong chance to educate their target audiences and win new users.

The report found that 30.3 percent of respondents said they don’t know what cloud computing is, and 37.5 percent said they don’t use it. However, it’s difficult for any modern web users to go about their usual routine on the internet without accessing the cloud in some manner. Cloud computing has become a mainstay across social media, most major email services and various web-based productivity suites.

Among those who said they use the cloud, 4.7 percent access services for work, 62.8 percent for personal web use and 31 percent for both.

With the lack of understanding related to cloud technology, website content strategies can help cloud vendors provide relevant information related to their products and services.

With the lack of understanding related to cloud technology, website content strategies can help cloud vendors provide relevant information related to their products and services. In the B2B sector, this type of content can be especially useful given issues related to security and control of data among business buyers and enterprise cloud users. Articles, white papers and other site content that informs prospects about the cloud and highlights particular products and services can help organizations stand out on the web.

Additionally, Brafton recently cited a study from IDG Enterprise that found 84 percent of B2B companies currently use content marketing. Organizations in this space not developing content stand at a decided disadvantage. Aside from missed opportunities to help prospects learn more about new ways to manage their technology, companies without content marketing strategies will struggle to improve their rankings in search.

In the past, data from Fleishman-Hillard suggested that search engines are as useful for B2B buyers as they are for consumers in terms of finding relevant information for potential investments. The company’s analysis found that 89 percent of people turn to search for purchase research. Content marketing developed to educate prospects also helps organizations drive search position.

Cloud vendors can benefit substantially from aggressive content strategies. Brafton highlighted a report from CompTia earlier this year that found 85 percent of decision makers within enterprise IT departments plan to research cloud investments for their companies moving forward. Winning these customers depends on a content strategy that results in more visibility on the web, as well as articles and other content that informs.

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