Unless you’ve been ignoring our comms of late (and if so, was it something we said??), you’ll no doubt be acutely aware of the fact we’re introducing a suite of new growth-focused digital marketing services here at Boost Your Business.

Yes, our Online Presence Assessments are in full swing now – and right now, they’re only available to Microsoft Partners. Essentially these reports offer a 360-degree of business’ digital maturity – from its social media to its website; taking in everything from how well your site generates leads to how clear the proposition is.

Designed to help business owners prioritize their focus and resources, the OPAs give them tangible advice on what they need to fix. And one of the biggest areas in which Microsoft Partners can improve their digital presence – right off the bat – is by creating more content.

Getting The Mix Right

What does ‘content’ mean in this context? Well in each OPA, we (AKA a variety of best in breed tools fused with our highly attuned human intelligence) check each site for many different types of content, including:

  • Blogs, podcasts, video
  • Whitepapers, infographics
  • Product information
  • Customer references – Why? Because they all have a role to play in a business’ overall marketing strategy. For example, blogs and product info help boost SEO, while the more customer references a Partner has, the more credible they appear.

But balance is needed – after all, prospective customers absorb information differently, so the more diverse the content mix, the more customers can to learn about why your solution could be just what they’re looking for.

Shared Challenges

Interestingly, our OPA stats show that Microsoft Partners in Ireland, Netherlands, and Portugal have a good mix of content types – but could do with boosting audio and visual formats – like podcasts and videos.

On the flipside, Partners in Spain and Italy (not all, but in general) could do with more written content – blogs, whitepapers, etc. That’s not to say that any single country is outperforming another. After all, fewer pieces of good content are much more valuable than lots of unfocused content.

Ultimately, like any marketing asset, content should have a purpose – to inform, persuade, showcase, explain. Its ultimate purpose should be to pull in prospects and nurture them along the path to conversion. And when it comes to B2B tech sales, well, the clearer you can be with customers, the better.

Ready to move your business forward? Sign up for an Online Presence Assessment!