SOURCE: Spiceworks

Spiceworks

May 10, 2016 06:15 ET

Spiceworks Announces New Content Marketing and Native Advertising Solutions for Technology Brands

Focused Technology Expertise and Thriving IT Network Create Unique Opportunity for Brands to Drive Deeper Buyer Engagement

LONDON, UNITED KINGDOM--(Marketwired - May 10, 2016) - Spiceworks, the professional network for IT, today announced a suite of content marketing capabilities and native advertising solutions to help technology brands drive deeper engagement and relationships with technology buyers. Spiceworks' new offerings can help brands build, execute, distribute, and measure marketing campaigns that are more timely and relevant to technology buyers moving through the purchasing process.

As information and connections to peers have become more accessible, technology buyers are increasingly reliant on branded and third party content to help make informed purchasing decisions. In fact, with nearly two-thirds of the buyer journey now done digitally, content has become a major focus for marketers everywhere as they work to reach and engage their target audience when it matters most. Yet, in the absence of advanced tools and partners focused on reaching technology buyers with the right content and the right time, marketers are left with the difficult choice of either broadly promoting too much content or not promoting enough.

Spiceworks offers a different path. The company's new capabilities are built on its trusted relationships with millions of technology buyers and can assist marketers in developing, distributing, and measuring campaigns in a way that works for both the IT professional and the marketer. This results in campaigns that are topically relevant, technically accurate, optimized for engagement, and designed to be more fun and appealing to the buyer as they move through their work day.

"Spiceworks has helped us create compelling, emotional, and informative content that tells our story in a way that truly resonates with our buyers," said Jennifer Downes, Director of Direct Response Marketing at Lenovo. "We believe the company's content and native offerings have the potential to change the way technology brands approach the creation and distribution of content, creating more valuable opportunities to engage with IT buyers as they move through the purchase process."

Spiceworks delivers custom-built content to meet a range of marketing objectives 

Spiceworks' trusted relationship with millions of technology buyers provides a deeper understanding of how IT professionals move through the purchase journey. By taking a focused, data-centric approach, the company can help brands develop and execute content marketing initiatives rooted in the preferences and behaviors of their customers. Its content marketing solutions are designed for demand generation, product marketing, public relations, marketing communications, social marketing, and other teams focused on:

  • Creating a comprehensive content marketing strategy for their organization including content mapping, development, and promotion best practices. 
  • Educating technology buyers on industry trends, products portfolios, or point solutions through case studies, video testimonials, solution briefs, and other technical content.
  • Building thought leadership and brand awareness through research reports, infographics, eBooks, and custom video production.
  • Developing interactive content including business case generators, product selectors, and product guides that offer a more personalized experience for technology buyers looking for information that's unique to them.

Spiceworks' content marketing offerings help brands create great content that informs and entertains. The next step in any successful marketing strategy is ensuring content is reaching the right audience at the right time. Spiceworks' native advertising solutions allow technology marketers to get their content in front of millions of IT professionals moving through various phases of the purchase journey.

New Native Advertising products pave the way for better engagement

Introduced today, Spiceworks' new native advertising products integrate relevant content into the IT buyer experience to help them more effectively access the content and information needed to get their jobs done. The company's new Read More Card gives technology brands the ability to present their content alongside existing popular content in Spiceworks. Additionally, its new Native Premium offering places branded content in areas of Spiceworks that are above-the-fold, on pages optimized for relevancy.

Spiceworks' native solutions, which will expand this year, give technology companies the opportunity to improve brand awareness and drive higher levels of engagement among their target audiences. Native offerings are designed for technology brands interested in:

  • Elevating brand and solution awareness through the distribution of high quality content 
  • Helping technology buyers move through the purchase process by providing the right content at the right time
  • Increasing engagement among technology buyers and rebalancing the value exchange between advertisers and their audiences

"Spiceworks is making it easier for technology professionals to find, engage with, and learn from the content that matters most to them," said Sanjay Castelino, VP of Marketing at Spiceworks. "By helping the world's technology brands create engaging content and optimizing that content for relevancy throughout the IT buyer experience within Spiceworks, we're not just providing another distribution channel, we're adding value to the IT professional's day."

Spiceworks' new content marketing and native advertising solutions are available today and complement the company's broader portfolio of display products including rich media, high impact, and industry-standard advertising offerings. For more information, visit http://www.spiceworks.com/marketing/.

About Spiceworks
Spiceworks is the professional network millions of IT professionals use to connect with one another and thousands of technology brands. The company simplifies how IT professionals discover, buy and manage an estimated $600 billion in technology products and services each year. Headquartered in Austin, Texas, Spiceworks is backed by Adams Street Partners, Austin Ventures, Institutional Venture Partners (IVP), Goldman Sachs, Shasta Ventures and Tenaya Capital. For more information, visit http://www.spiceworks.com.

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Spiceworks is a registered trademark of Spiceworks, Inc. All other names may be trademarks or registered trademarks of their respective owners.

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