3 Ways to Rise Above the Deluge of IoT Noise and Make Your Content Stand Out

Aug 6, 2015 10:14:09 AM

By Sue O'Keefe

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The good news is that if your business is part of the burgeoning Internet of Things (IoT) industry, it’s likely that your products and services are in-demand – or soon will be.  After all, IDC Research has predicted that the global IoT market will grow to $1.7 trillion in 2020 from $655.8 billion in 2014. Now for the hardRise_above_the_noise part: letting customers and potential customers know exactly what you have to offer and the difference you can make in the success and growth of their businesses.

In a crowded market, it’s all the more difficult to convey your message. You must think carefully about what you want to say and how you can show that your company is unique – and even how your subset of IoT may be unique. There are people out there who are looking for your product, solution and expertise – it’s just that it may be harder for them to find you. It’s time to be creative and make your content count by tailoring it to your audience.  

Here are three ways to do just that:

1)      Let Research Make the Case. Conduct or sponsor a study on the industry, and publish the results. Example: TEOCO is an analytics company with many mobile operators as customers. They worked with Machina Research, a well-known and respected firm in the IoT/M2M sector to commission a study on the network management challenges connected cars will have on mobile network operators. The results were published in an in-depth white paper. The topic and the findings were very relevant to their customers. The white paper has a large distribution both via traditional media and social media, and allowed the conversation on this particular M2M topic to come to the forefront – not to mention help people identify this company with a solution to the problem.

2)      Be of Service. You know your customers and their needs best. You understand their pain points, so take it a step further and offer a solution. And by solution, I don’t necessarily mean your actual product or service. In fact, your customer will appreciate guidance at a higher level even more. Example, IoT security is a critical building block to an IoT application or solution. Yet, there are many companies who don’t know what goes into coming up with an IoT security plan. Consider blogging or tweeting a series of considerations in this area that can help your customers navigate security. From evaluating your access points and data encryption to building a full IoT security plan, your company can offer useful information on these issues. Build awareness and trust by helping your customers and prospects learn what they need to know.

3)      Educate. Share relevant information and educate your audience. Calysto has done this (check out Calysto’s “Content Marketing, Social Media and Digital PR: 14 Stats and Quotes that Should Influence Your Communications Program) and so have our clients.  RacoWireless (now KORE) worked with the popular creators of the ‘Dummies’ books to publish ‘M2M for Dummies’ and subsequently ‘IoT for Dummies’ – both designed to help those in the industry understand how these technologies work, how they are being used and how to build a solution. In short, they simplified M2M and IoT, which was very welcome in the industry – and still is. These books helped educate the business community, however, Calysto also did a PR launch for the book aimed at the journalist community writing about the industry who also had a need to grow their knowledge. Calysto spearheaded an exclusive sneak peak of the books to the media, and mailed hard copies of the books to this audience. This extra effort from Calysto helped RacoWireless grow a strong relationship with the media that covers its market.

While the IoT market can be a bit daunting, everyone is looking for some help in understanding what is out there. Your content can lend a voice – and a solution.

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