IT network Spiceworks beefs up martech capabilities

(c)iStock.com/kai zhang

Professional IT network Spiceworks has sharpened up its marketing tech capabilities today, with the addition of a Facebook-style newsfeed, content marketing capabilities and a native advertising solutions.

First launched in 2006, Spiceworks it a large online network that connects IT professionals and technology brands.

It cites the fact that tech buyers are “increasingly reliant on branded and third party content” to make informed buying decisions as the reason for the new features.

“Two-thirds of the buyer journey is now done digitally and therefore content has become a major focus for marketers everywhere as they work to reach and engage their target audience in a timely way,” they said.

There’s a focus on highlighting the right content at the right time with these releases and the network appears to be taking a more focused, data-centric approach to help develop its brand marketing capabilities.

The platform now has the capability to provide content marketing solutions for its advertising partners, features of which include:

  • Creating a content marketing strategy for brands
  • Educating technology buyers on industry trends, products portfolios, or point solutions through case studies, video testimonials, solution briefs, and other technical content
  • Building thought leadership and brand awareness through research reports, etc.,
  • Developing interactive content including business case generators, product selectors and guides

This is complemented by its new native advertising products, including its Read More Card which means it can present branded content alongside existing popular content in Spiceworks. Additionally, its new Native Premium offering places branded content in areas of Spiceworks that are above-the-fold, on pages optimised for relevancy.

Spiceworks plans to expand on its native solutions later this year.

The company also announced an enhanced personalised newsfeed and a native mobile app for smartphones and tablets.

 “As the pace of technology rapidly changes and an overwhelming amount of information becomes available, the relevancy of content to individuals has become a critical element to any professional network,” said Tabrez Syed, vice president of products at Spiceworks.

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