Industry expert Lisa Goldstein says that IT companies are aggressively pursuing content marketing strategies, and this expedites the typically lengthy buying cycle for software shoppers.

Content marketing industry expert Lauren Goldstein noted on her blog, LaurenOnDemand.com, that IT companies are among the most aggressive pursuers of content marketing campaigns.

Within the computing and software industries, 94 percent of companies Goldstein studied are currently leveraging content marketing for its widespread benefits, including SEO and increasing trust with potential clients. Well developed content enables companies to position themselves as authorities in their industries and ensures that websites remain fresh and engaging.

For B2B software vendors, building thought leadership is especially useful as prospects often have several different software options for a specific task. Strong content marketing strategies provide users with education. According to Goldstein, businesses often purchase new software solutions for business-critical tasks, and they’re more likely to invest in software they fully understand. Site content that caters to prospects’ informational needs can increase the likelihood of conversion.

Content marketing also boosts SEO, which can greatly reduce the length of the buying cycle, says Goldstein. Any company in the market for a new solution will often perform a Google search to assess options. Well-written, keyword-rich content will position a vendor higher in search rankings. Placing a call to action an optimized informational page allows prospects to easily request more information, which essentially skips a step in an already lengthy process.

One element of content marketing businesses often struggle with is timeliness. However, hiring qualified content writers to produce copy expedites the process greatly. Brafton recently reported that industry expert David Meerman Scott believes businesses need reliable content producers to ensure their websites receive frequent, engaging updates.

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.