Content Matters

KnowledgeStorm, the lead generation provider for technology companies, has launched a new service called FindTech Insights, in conjunction with IT Business Edge.

FindTech Insights are a series of weekly e-newsletters covering key IT and business topics such as Maximizing IT Investments, Managing Compliance Standards, Outsourcing for Competitive Advantage and others.

The reports are delivered as weekly email newsletters.  The content is based around white papers and other downloadable reports, combined with original editorial and blog content from IT Business Edge.

The results are a compelling and targeted weekly newsletter that drives readers to read and download articles and reports.  KnowledgeStorm has already demonstrated that they can leverage SEO and SEM to drive traffic and qualified leads.  Now, with FindTech Insights, they have a second channel for lead generation.   Currently, the newsletters are delivered via email.  Considering their IT market, I think we can expect to see RSS versions following soon.

As I have blogged in the past, KnowledgeStorm has done an impressive job in helping technology companies generate (and close) qualified leads.  But, they remain in a very competitive space with competitors like TechTarget.  Rather than sitting back and simply riding the SEO wave, it's clear that KnowledgeStorm is exploring new ways to generate value for customers.  Content providers seeking to enter the lead generation space could do a lot worse than to emulate KnowledgeStorm.