Mezeo Software recently reported that more businesses want to upgrade their IT, which provides a strong chance for marketers to use website content to inform their audience.

As more companies look to update their IT operations and leverage new technology, businesses in these fields have more opportunities to attract new prospects. A report from Mezeo Software found the cloud security and data management industry is experiencing rapid growth, and online marketing campaigns can build brands as reliable partners among many tech decision-makers and shoppers who are still concerned about the stability of these services.

For marketers in the cloud services industry, content marketing campaigns present a strong chance to assuage buyer concerns by informing and educating prospects. Developing articles, blog posts or white papers that look to position a cloud vendor as an authority can set prospects at ease and guide them to conversion.

There are a number of challenges businesses face when they look to modernize their IT, and content that speaks to these issues can set a company apart from its competition.

“The survey tells us that IT executives have a high level of concern as they face the real challenges associated with the consumerization of IT, including corporate data leaking onto to public clouds through consumer-based tools,” Steve Lesem, CEO of Mezeo Software, said in a release.

Providing industry news and other information on these problems will help marketers appeal to their target audiences more effectively.

Brafton recently highlighted a study from Triton Digital that suggested news content and other kinds of articles can position a business well to drive sales, as 61 percent of consumers said they access branded web information when researching a purchase.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.