How important is content effectiveness for information technology services and software technology providers? 

Evaluating digital content–the text, images, audio, and video that make up a user’s experience–is critical to understanding whether that content is working. Companies face several risks if they do not understand the effectiveness of their content:

  • Wasting resources on content efforts because decisions aren’t informed with complete, reliable feedback
  • Difficulty getting executive buy-in for content initiatives because the content isn’t connected to results
  • Losing or missing competitive advantages because content decisions are slow or misguided

Content evaluation is especially important for IT services and software companies, whose success depends on their ability to establish themselves as technology experts who offer specialized solutions and visionaries who understand tomorrow’s opportunities.


We analyzed and interpreted data gathered from website users at 10 IT services and software companies. We selected companies among Forbes’s 700 Biggest Public Companies and the top 20 companies in software-related revenue as ranked by Global 100 Software Leaders.

This report evaluates each company’s sales content, which is defined as content that explains options, products or offerings that lead to a sale. Effective sales content includes product descriptions with unique use cases and solution descriptions written in language appropriate for the audience’s level of expertise.

Here’s what we found:

Website content presented by these companies is relevant, polished and helps users accomplish their goals, our analysis showed. However, users also indicated the content can be hard to find, and it did not consistently influence them to take action. Because of this, overall content scores for the 10 companies were mediocre.

On the positive side, this means IT services and software companies have a meaningful opportunity to improve the effectiveness of their content and thus increase customer loyalty and attract new customers.


The Author

Content Science is a growing content strategy and intelligence company and the publisher of Content Science Review. We empower digital enterprises for the content era by taking their content approach to the next level. Customers of our professional services and one-of-a-kind products (such as ContentWRX and Content Science Academy) include the Fortune 50, the world’s largest nonprofits, and the most trusted government agencies.

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