Key findings
The total score
The brands offering cloud solutions that we researched published 187 long-form assets between July 2023 and 2024, placing them third out of all sectors. Two widely differing approaches to long-form content existed in this category, with four players not issuing long-form content on a regular basis.
The top six players published an average of 29 pieces over the year.
Key findings
The favourite
This sector shows the most diversity in long-form content types produced. Webinars and guides were the most popular content types, followed by whitepapers, podcasts, and reports.
Together, cloud solutions providers published 40 guides, with two brands favouring them heavily.
Several brands also conducted webinars on social platforms such as LinkedIn Live to conduct webinars for greater reach into their networks.
Key findings
Attitude towards gating: Serious
Like IoT brands, cloud solutions companies gate every other long-form content asset (49.2%). Whitepapers and data-led reports were gated without exception, which is no surprise as these formats are effective lead-generation tools.
These brands built thought leadership with video and other thought-leadership positions with on-demand content.
Key findings
Interactivity quotient: Above average
Cloud solution providers incorporate high levels of interactivity into whitepapers, guides, and eBooks. They also leverage interactivity extensively to improve engagement.
Key findings
Multimedia
Cloud solution brands are advanced in how they use multiple form factors within a single campaign, for example by producing webinars that provide an overview of a report and promoting the link therein.
One brand published ‘Spotlights’—an innovative video series featuring senior executives presenting successful deployments and case studies.
Takeaways
Cloud providers rely heavily on content to move players through the purchase cycle.
In such a crowded space, with new brands constantly entering the sector, it’s important to differentiate through high-quality content that adds value to readers.
The top brands have set the bar high when it comes to interactivity and making their assets engaging. Using non-linear and copy-light formats, such as videos, games, and calculators, can help explain the more advanced technological context of solutions to audiences, making them more digestible. Free demos and sharing ungated content with audiences can also accelerate the progress of new leads through the sales funnel.
Gating should be reserved for assets that offer data or insights not available for free elsewhere.
