What Is Integrated Marketing? Content Marketing for Tech Companies

Content Driven Strategy

At FWD, we pride ourselves on providing strategy and content designed for success. There are many things to consider when it comes to crafting a great marketing strategy, especially for B2B technology companies looking to connect with prospects at multiple touchpoints.

Integrated marketing is a tried and tested way of tying multiple concepts together to deliver a consistent message in a variety of formats, helping to reinforce your organisation’s brand identity and core values across all channels and with the right timing.

Our MarTech Director, Emma Cole, has created an interactive guide on how this rounded approach to marketing can elevate your next campaign by helping you reach your target audience in a more focused, relevant way through:

• Content creation
• LinkedIn articles & sponsored posts
• Social media videos
• Animations
• Online advertising
• Campaign landing pages

What Is Integrated Marketing?

The best tech marketing campaigns deliver consistent and relevant content to a profiled audience across all marketing channels. This integrated marketing approach is cohesive, unified, and immersive, relying on brand identity and storytelling to amplify your reach to a wider audience.

A thoughtful, creative, and well-timed integrated marketing strategy can help you:

• Ensure a consistent tone of voice
• Increase reach & exposure
• Build trust & credibility for your business
• Drive engagement & conversions
• Efficiently allocate budget & resources
• Capture enhanced data insights for better ROI

Types of Content Marketing for Tech Companies

Content marketing for tech companies is essential to generate leads, attract customers, and enhance brand presence.

Download our interactive guide to see our integrated marketing services in action, including some of our animation videos, social media shorts, and campaign landing pages.

1. Content Creation

Through in-depth client briefings and thorough research, we can produce a bank of corporate content resources for your team to leverage.

Our expertise lies in mastering tone of voice and audience preferences across various platforms, tailoring content for emails, animation scripts, blogs, social media posts, industry voice articles, campaign landing pages, and much more.

Collaborating with you to understand the unique goals of the content strategy, we work to deliver compelling content that drives engagement at every touchpoint.

2. LinkedIn Articles & Sponsored Posts

At FWD, we can design, execute, and manage powerful LinkedIn campaigns to strengthen partner relationships and position your company as a thought leader in your industry.

We’ll work collaboratively with you to tailor a strategy that aligns with your business’s identity and goals. We can produce custom blog articles, social graphics and messaging, and sponsored post advertising to drive awareness, engagement, and lead generation.

We will also help you leverage individual employee LinkedIn accounts to distribute content, encouraging trust and sharing within your industry base. Plus, our versatile content can be repurposed for use in your company newsletter or online news pages – maximising its reach and impact.

3. Social Video

Video is proven to increase user engagement and improve brand trust. In fact, using video within social media generates 1200% more shares than text and image content combined!

We specialise in creating engaging short social media videos for use in paid advertising campaigns on LinkedIn and other platforms. Working closely with you on idea creation, we handle all aspects of content creation, including scriptwriting, social messaging, and design and build of the animation, to deliver individual videos or a complete campaign series.

To ensure we have multiple touchpoints, we can also support video advertising with static banners and text ads to maximise the exposure of the campaign message within the profiled audience.

4. Animation Videos

Alongside videos for social media, we can also create individual or a series of animated videos, which can be used for a wide range of purposes within your integrated marketing strategy.

These can be designed as explainer videos or as a learning and enablement tool to increase awareness around portfolio offerings. Used within social media, articles, blogs, and more – this content is made to create an instant impact with current and prospective clients.

A central repository landing page containing all content and animations will also give your team access to a central base of resources for them to draw on and promote to partners.

5. Online Advertising

We excel at developing focused digital marketing campaigns featuring a suite of compelling, customised content, including emails, organic and paid social media post calendars, industry voice articles, teaser videos, and campaign landing pages.

This content can be utilised in paid social campaigns, covering sponsored banners, videos, and text advertising. These campaigns can also support a content-driven lead generation programme via third-party advertising agencies, such as CRN.

6. Campaign Page Builder

To support your digital marketing strategy, we can create an optimised microsite or landing page using our bespoke development platform, FWD Flex.

Featuring customisable page components and UK-based hosting, your site will be designed to encourage optimum engagement and lead generation for your campaigns, events, and other multi-touch marketing efforts.

Flex templates launch with dozens of native content elements that we can use to create just about any type of website. Each content element is fully customisable and includes hundreds of design settings, which we will collaborate with you on to deliver a solution that perfectly matches your business’s identity and goals.

Whether you’re running an event, revamping your multi-touch marketing efforts, or starting an entirely new campaign, our Flex templates make it easy to create a professional and captivating online presence.

Specialists in Content Marketing for Tech Companies

In an increasingly online world, now more than ever it is crucial to map out your content strategy.

At FWD, we cover all disciplines in-house from marketing, design, development, and print. So, we are well placed to advise, create, design, and develop your entire programme, or simply work with you on the areas you need support with. 

This post was originally published in July 2022 and has been updated for freshness, accuracy, and comprehensiveness.