It's always fun and exciting to see companies who “get” inbound marketing and are putting in the time and effort to do it right.
We wanted to shine the spotlight on a few companies that are doing some cool stuff in the Information Technology industry, and we made a point NOT to focus on the huge companies you already hear plenty about. Instead, we're looking at three small or midsize businesses in the IT sector who are focused on drawing their target customer to them digitally through powerful inbound marketing methods.
The IT Company, Knoxville, Tennessee
The aptly named The IT Company has a simple but powerful mission statement:
They've been in business since 2003 and have enjoyed steady growth during that decade.
Their website is not flashy or in-your-face, which fits well for a professional business services organization. But the language on the site is relaxed and friendly, while also highly optimized for a long list of competitive search terms.
The best example of The IT Company's inbound efforts is their extensive and often-updated blog.
The excellent content available on this blog is made up of a healthy combination of syndicated content from TechAdvisory.org and original content. But the key benefit is that – regardless of its source – each blog article speaks directly to The IT Company's target audience in their language, providing interesting and practical information while boosting search equity and thought leadership.
Insight, Tempe, Arizona
The largest IT company on this list is Insight, a global provider of hardware, software, and IT service solutions.
Established in 1988, Insight started out as a branded PC manufacturer. However, over the years, through acquisition and organic growth, they have added software, networking, distribution, and professional IT services to their global offering.
Unlike many larger companies with over 25 years of experience behind them, Insight isn't relying exclusively on past successes and “the way we've always done it” to carry the company into the future or support future growth. Instead, the company has undertaken a huge inbound marketing effort, the key feature of which is their online magazine, InsightON.
As highlighted on the magazine's About page:
InsightON is a website dedicated to providing articles and digital assets that matter to you.
- Create content that speaks to our audience
- Create content where challenges and passion points are addressed
- If it’s boring for us to read; we won’t expect you to read it
- No selling or marketing fluff
Our writers have expertise on industry knowledge and trends and enjoy sharing their stories with you: our audience.
The vast storehouse of content available on InsightON is categorized by topic, but also by persona, allowing the audience to choose what role they play in their organization and then dynamically refreshing the content selection to offer up the most relevant content for that individual.
Truly remarkable content marketing at its best.
The Building IT Company, Jacksonville, Florida
The Building IT Company (BITC) has been serving the greater Jacksonville area since 2002, offering IT support, products, and services. They were recently recognized as one of the 50 fastest growing private companies in Northeast Florida by the Jacksonville Business Journal.
Their website is similarly toned down and professional, with a focus on answering questions quickly and accurately to allow prospects and customers to get back to running their own businesses as efficiently as possible.
A key technique BITC uses is a series of well-written and attractive white papers available for free download on their website's Resources section that provide in-depth information for visitors to mull over as they research IT service solutions.
In all three of these cases, there are likely things these companies could be doing better. But they've shown themselves to be miles ahead of some of their competitors in understanding and investing in inbound marketing for IT marketing efforts going forward.
If you're interested in seeing what a talented inbound marketing agency can do for your IT company,