top of page

Unlock Your Buyer's Journey with IT Content Marketing

Sample IT Buyer Journey

Is your IT company invisible online? If so, content marketing is probably what your business needs to get a boost in the digital marketplace. Gone are the days of cold calls and cheesy sales tactics — Those are relics of the past. Today's tech-savvy clients prefer to make the first move themselves — conducting hours of in-depth research online before contacting a company directly. 

There’s the “Rule of 7” and Google fashions this as their own 7-11-4 rule. Understanding it is the key to unlocking your buyer’s journey and skyrocketing your qualified leads. 

Understanding the Rule of 7 / Google’s 7-11-4 Rule

The 7-11-4 rule is a concept developed by Google that outlines the average consumer's journey toward making a purchase decision. This framework highlights that potential customers will typically:

  • Engage with 7 hours of content related to your product or service before buying.

  • Encounter your brand across 11 different touchpoints during their research process.

  • And access information from 4 different locations, such as desktops, phones, and tablets.

With that amount of research going into your business from prospective clients, you can’t afford NOT to invest in content marketing, here's why:

But crafting a winning IT content marketing strategy requires more than just churning out blog posts. It's about ditching outdated tactics and attracting your ideal customers with content. Not just any content either, content that educates, engages, and ultimately converts.

Decoding the Tech Buyer's Journey

Imagine this: A potential client Googling "IT security solutions" stumbles on your website. But instead of dry jargon and generic promises, they're greeted by an engaging blog post that dives deep into the latest cyber threats. And BONUS, there’s a downloadable checklist with steps on how to protect their business moving forward. 

Intrigued, they dig deeper. They download your free IT security checklist, they follow you on LinkedIn, they subscribe to your monthly newsletter, and – boom – they're requesting a consultation.

Unlock Buyer Journey with IT Content Marketing

How Content Marketing Affects the Buyer’s Journey

Understanding your ideal IT customer's journey is key. By strategically crafting content, you can guide them toward becoming a loyal client.

The Buyer's Journey: A Non-Linear Path

The buyer's journey isn't linear. Potential clients may revisit concerns, prompting them to re-explore both your content and your business over and over. Because of this, your content should address both broad topics and specific solutions. The goal is always to capture them at every touchpoint.

Content Options Throughout the Journey

Here's a range of content formats you can leverage to engage potential and existing customers:

  • Blog Posts: Address common IT challenges, offer solutions, and establish your thought leadership.

  • Webinars: Offer in-depth explorations of specific IT topics, allowing for live Q&A and audience interaction.

  • Case Studies: Showcase real-world examples of how your solutions helped businesses achieve IT goals.

  • Interactive Content: Quizzes, assessments, and ROI calculators can educate and engage potential clients.

  • Client Spotlights: Feature happy clients and their positive experiences with your services.

  • Targeted Newsletters: Deliver relevant content based on industry or specific IT needs.

  • Exclusive Content Series: Provide a dedicated content series for existing clients, offering deeper dives or exclusive industry insights.

  • Comparison Guides: Compare your IT security solutions against competitors, highlighting your unique selling proposition (USP).

  • Free Guides and Whitepapers: Offer downloadable content packed with valuable information on relevant IT topics.

The Power of CTAs in Content Marketing

One important thing to remember when it comes to crafting compelling content is to include powerful, relevant CTAs (calls to action). Here’s why: 

  • Guide Prospects Through the Funnel: CTAs tell potential customers what to do next. They act as guideposts, moving them from initial awareness through consideration, decision-making, and ultimately to becoming a client.

  • Drive Conversions: Without a clear CTA, a prospect might consume your content but not take the desired action, like scheduling a consultation, downloading a whitepaper, or signing up for a free trial. CTAs bridge the gap between information consumption and action.

  • Measure Engagement: CTAs provide a way to measure how well your content is performing. By tracking CTA clicks and conversions, you can see which content types resonate most with your audience and refine your strategy accordingly.

  • Build Relationships: CTAs can initiate valuable interactions. Calls to action for consultations or demos allow potential clients to connect with your team and experience your expertise firsthand, fostering trust and building relationships.

In short, CTAs are the engine that turns content marketing into a lead generation machine. They provide clear direction for prospects, encourage them to take the next step, and ultimately help you achieve your marketing goals.

Nurturing Long-Term Value

Also important to note that the buyer's journey doesn't end after a client contract is signed. Loyal customers are the backbone of any successful business, and content marketing plays a vital role in nurturing long-term value. The content options listed above can be strategically used to keep existing clients engaged and informed.

By consistently delivering valuable content, you can transform clients into brand advocates who are more likely to renew contracts, recommend your services, and fuel your business growth.

Win Clients with IT Content Marketing

The DRM Advantage: A Complete Content Marketing Solution

Beyond individual content pieces, DRM's Enhanced IT Content System provides a comprehensive approach to IT content marketing. Here's a glimpse into the value we offer:

  • Strategy Development: We don't just create content; we develop a data-driven content strategy that aligns with your overall business goals and targets your ideal customer persona.

  • Lead Generation: Our content is designed to generate leads, not just website traffic. We incorporate strategic CTAs and lead magnets to capture valuable contact information and nurture leads through the sales funnel.

  • SEO Optimization: DRM ensures your content is optimized for search engines, increasing your online visibility and attracting organic traffic from potential customers actively searching for solutions.

  • Content Promotion: We leverage social media marketing and other promotional channels to ensure your content reaches the right audience at the right time.

DRM IT Content Marketing

Stop Wasting Time and Start Influencing the Buyer Journey

Many IT companies struggle with content marketing because they either lack the resources or the expertise to do it effectively. The result? Content that doesn't resonate with its target audience and fails to generate leads, convert prospects, or establish them as an industry leader.  

At Dakota Ridge Marketing, we bridge this gap. We believe IT content marketing shouldn't be a guessing game. We understand the power of storytelling. We weave compelling narratives into your content, transforming dry technical information into engaging stories that resonate with your audience on a deeper level. This emotional connection fosters trust and builds brand loyalty, ultimately influencing the buyer journey in a positive way.

Ready to Unlock the Power of IT Content Marketing?

Don't let your IT services get lost in the digital noise. Partner with Dakota Ridge Marketing and leverage our expertise in crafting a content marketing strategy that attracts, engages, and converts your ideal customers.

Contact us today for a free consultation and let's discuss how we can help you unlock the full potential of the buyer journey with IT content marketing.

Content Marketing that Converts



bottom of page