In the world of content marketing, these are interesting times. Never have we had such immediate access to so much information – nor, it seems, such a high proportion that is unsubstantiated. As the debates over influencer ethics, clickbait and the ‘fake news’ phenomenon rage, reputable organisations need to show they are clear on the facts; an important job for a content marketer, and one that has become increasingly troublesome.
For compelling and credible content, a resource bank of reliable stats and figures to draw from is key. Identify a gap in insight for your industry and independent research is an exciting and rewarding avenue to explore; but an effective and efficient content strategy also needs to capitalise on the results already to hand.
To do so, we need facts that are… well, factual – and it’s more to ask than you might think. But, of course, cut through the clutter and there are countless great resources to start from. For the world of tech and telecoms B2B, we outline six of our favourites:
For market stats and analysis, Statista is a goldmine. With more than one million stats hosted on its website across 80,000 topics and 150-plus markets, this is a great resource for getting to grips with new sectors or keeping up to-date with figures for your existing client base. When it comes to content creation, it can also be a great source of contextual information, and to set the scene for long form materials such as white papers and case studies.
Industry bodies are another great source of reliable information and stats for a content marketer. At Isoline Communications, the GSMA’s website is one such resource we regularly find ourselves browsing. The Association represents the interests of mobile operators worldwide and produces the industry-leading MWC events. With the 2019 Shanghai edition wrapping up, there are some very interesting materials available on the mobile economy in Asia Pacific, and the huge investment Asia’s mobile operators are set to make in building-out new 5G networks by 2025 – see for yourself, here.
Vox is an American news and opinion website, but one that takes a slightly different spin, helping readers to also understand what is driving events in the headlines.
Recently, we looked to them after Code Conference 2019, for the presentation slides Mary Meeker delivered on this year’s annual Internet Trends Report. As with other publications (it’s an eagerly awaited deck!), Vox had all of them – 333 in total. Of course, there is rarely the time to sift through them all, so what we like about Vox is that it can be relied upon to offer some interesting and objective commentary and context, too – which gives a useful steer on where in the deck you might want to start.
One of many interesting facts that we found as a tech B2B content marketing agency – did you know seven out of 10 of the world’s most valuable companies by market cap are now tech companies? Give it a read, here.
Of course, if it’s presentation slides you are looking for – whether browsing by topic for the latest insight, or there is a particular deck you have in mind – SlideShare is always a good place to hedge your bets. As the world’s largest community for professionals to share presentations, you are bound to find the titbit you need to go that extra mile and polish your content into the most compelling case it can be. But be warned – SlideShare is a hosting service with more than 18 million uploads. So, if you’re browsing, always check your sources; but with that in mind, it is a great platform and opportunity to share your own content, too.
As a content marketing agency specialising in tech B2B, there are a number of brilliant resources and annual research reports we look out for, undertaken by some of the largest global players in the industry. Cisco’s Visual Networking Index (VNI) Complete Forecast is one such report, providing invaluable insight into trends and projections associated with fixed and mobile networks on a global, regional, and country level.
Based upon independent analyst forecasts and real-world network usage data, broken down by vertical and application, this report covers it all – from IoT, IPv6 adoption, traffic growth and traffic patterns, to cord cutting implications, Wi-Fi hotspots, broadband network performance and network security. No matter what area of tech you specialise in, this report is well worth a read.
Vodafone IoT barometer
Likewise, for any B2B organisation – or indeed content marketing agency – operating in the tech space, the surge in IoT adoption is something that cannot be ignored. The Vodafone IoT Barometer is an in-depth and annual global study of how organisations are using the Internet of Things; and The Vodafone IoT Barometer 2019 is its sixth edition. This means that as well as providing some great stats on recent developments, there are also some interesting patterns that are starting to emerge year on year, too – which makes a very strong case for its success and accelerated uptake. If IoT is your angle, refer here for a whole host of interesting and credible data you should be considering when planning and drafting your content.
So, there you have it. If you are looking for a source of compelling and reliable information for your content marketing campaigns and collateral, these are six great places for anyone in the tech B2B arena to start. Of course, there are many more to choose from. Build your own list of resources you can trust – the trick is to always check your sources meticulously, regardless of how tight your turnaround time is. Research around the topic for a range of angles and conflicting information and guarantee a stat you are looking to use in your sales, marketing or social media content is in no way fabricated, false or fudged.
If you have found this blog helpful, or would like to discuss how Isoline Communications can help strengthen your content marketing strategy, email us at [email protected].