As all of us working in this space well know, the world of B2B technology is hugely innovative and constantly changing. Staying on top of the latest trends and developments is crucial, and yet, in such a fast-moving environment, allocating time to read the necessary resources can fall down by the wayside. For us as content marketers, this research is key to executing a strategy that is current and resonates, to conducting competitor analysis, informing our clients of breaking or interesting news, and substantiating our articles with the latest stats and figures. It feeds into our business development, networking, our own internal marketing and social media… you name it; to succeed in the world of B2B tech, it’s safe to say you need to know your stuff.
With that being the case, we bet that spending more time reading up on the industry is something many B2B tech professionals want to do more of. 2020 is a new year, so here are some of our tips for making this a resolution that sticks.
Don’t neglect your newsletters
Signing up to online newsletters can be time consuming at the outset, but the good news is, once it’s done, it’s done. Half the battle of keeping on top of the latest news can be taking the time to search for it – but by signing up to the right newsletters, that’s all taken care of. Now to actually read them! Of course, there’s no shortage of tech publications and resources to choose from, and your shortlist will be largely influenced by your sector. A quick poll just amongst our team at Isoline revealed a long list of options that was hugely different from person to person – from sector specific titles like Telecompaper and Mobile World Live, to The Verge, TechRadar Pro and Enterprise IoT Insights, and research domains such as Statista or Berg Insight.
The important thing here: try automated filtering for newsletters you use, and make sure you unsubscribe from those you don’t! One of the biggest hurdles to making newsletters subscriptions work for you is ensuring they don’t end up interrupting your day or wasting your time. Just deleting an email takes an average of 3.2 seconds!
Automate key search terms
Another way to ensure news is delivered straight to your door (and by door, in this case we mean inbox) is by setting up Google Alerts. Here you can specify the keywords relevant to your business in order to receive regular alerts of all the new content that matches these terms. Results can include anything from web pages and trade articles to blogs or industry analysis. Depending on what you are looking for, you can refine the results to help eliminate irrelevant content and set how often you would like to receive alerts so that it fits in with your week and increases the chances of you reading them!
If you haven’t tried it already:
- Search google.com/alerts in your browser.
- Enter a keyword you would like to receive alerts on.
- Customise your alert by selecting ‘Show Options’. Here you can specify how often you would like to receive your alert, the type of sources you are interested, the language, region of interest and how many results you would like displayed.
- Select ‘Create Alert’ and verify the email sent to you.
Tip: Add quotation marks around an exact phrase you would like to monitor so that you exclude alerts with other variations of the wording, which may not be relevant. Useful if you are keeping an eye on the name of a particular technology, solution or service, for example.
Take advantage of social media
We’re constantly discussing and sharing the latest news via social media, and we encourage our clients to do the same – in some cases we even do so on their behalf. So it stands to reason that social media makes our list of top ways to keep abreast of all the latest industry information. For a B2B audience, our preferred channels are Twitter and LinkedIn, and there are a few steps we take to make finding what we are looking for that little bit easier.
While it is not currently possible to follow hashtags on Twitter, as it is on Instagram, it is possible to save your search so that you don’t have to input the information time and time again. First, you can enter the hashtag you want to follow into Twitter’s Advanced Search functionality. Once on the results page, select the drop down menu (three dots) to the right of the search bar and select ‘Save Search’.
For LinkedIn, make sure you are joining relevant groups in your industry – and use these as a source of news and views that are a little more accessible when you are on the move. Amongst marketing executives, 91% list LinkedIn as the top place to find quality content, so it is well worth spending some time searching key terms and finding the best fit for you. Of course, becoming more active on LinkedIn will also be beneficial for your brand and business; 50% of B2B web traffic from social media originates from LinkedIn.
Now, we know this article isn’t rocket science – and perhaps we’re not telling you anything you don’t already know. But we hope it serves as a helpful reminder of just how important it is to spend a little time each day keeping abreast of the latest goings on in the industry – and how easy it can be, too!