IT spending is growing rapidly, and content marketing can help companies standout to their target audiences.

According to separate studies from research firms MarketsandMarkets and Gartner, companies of all kinds are adjusting their internal IT service and capability. For technology marketers, the potential value in well-rounded web marketing campaigns could help attract new prospects within certain industries. Moreover, many organizations are looking to make these adjustments quickly.

Content marketing campaigns aimed CIOs and IT managers of B2B companies can help marketers increase their search visibility among this target audience. Moreover, the increasingly dynamic nature of search engine optimization has made it important for companies to do create articles that will engage readers – this is the only way they can boost a search ranking, and it’s also key to converting visitors. Given the significance of these IT investments, demonstrating authority with high-quality website content can help organizations position themselves well in the eyes of their prospects.

According to Gartner, global IT spending is set to surpass $3.6 trillion this year, which represents growth of more than 2 percent from 2011. Specifically, companies offering the most modern B2B technology, namely cloud services, are seeing massive interest as organizations look to modernize their operations without spending too heavily.

According to Gartner, global IT spending is set to surpass $3.6 trillion this year, which represents growth of more than 2 percent from 2011.

Brafton recently highlighted a report from IDG that found 19 percent of IT vendors are turning to content marketing as a means of boosting their site’s SEO presence. Organizations without a concerted search marketing effort may struggle to compete with other companies using search to drive leads.

Within specific verticals, IT spending is seeing even faster growth. According to MarketsandMarkets, healthcare companies are investing heavily in their IT services to stay in line with changing regulations. As such, developing in-depth website content, such as white papers, can help IT companies demonstrate their value to healthcare organizations. Brafton recently conducted a poll of marketers and found more than 47 percent plan to make white papers a focus of their custom content efforts this year in hopes of attracting new prospects and driving conversions.

Given the sensitive nature of IT investment for healthcare companies and others, creating content that focuses on a company’s authority in its niche could help make a business more attractive. More than 76 percent of respondents to Brafton’s poll said that creating engaging, informative web content has a major impact on their ability to drive leads.

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.