Growing IT content demands for B2B marketers

B2B marketers should take advantage of IT professionals’ growing content consumption habits by delivering a “variety of pertinent content” that will drive lead generation, a recent industry report published by NetLine Corporation has noted. The study found that content consumption volume in the sector soared by 38 per cent in 2016.

The 2017 State of Information Technology: Content Consumption and Demand Report analysed trends of IT content and the audiences that are highest in-demand, using NetLine’s lead generation network, which in 2016 processed over 8.5 million leads. The report aims to uncover key insights into content segments such as security, infrastructure and data tools, in order to empower IT marketers.

IT professionals are now consuming more digital content than ever before, as the study found that the total volume increased by 38 per cent, while two or more pieces of content were consumed by the majority of the audience. The need for more high-quality content to service IT professionals’ needs is showcased by the fact that 11 per cent consumed in excess of ten resources in 2016 and averaged just eleven days between requests for content.

NetLine Corporation CEO and founder Robert Alvin said that IT’s critical importance to many facets of business means that decision makers require relevant and in-depth information more readily. He said: “The IT Department is under pressure to support organizations from all sides – each requiring a unique set of skills, knowledge and experience. Now more than ever IT professionals need to be more informed; there is a higher thirst and voracity for a variety of pertinent content.”

The report also found that there is a growing “consumption gap,” which is having a notable impact on the lead nurture process. Data shows that IT professionals who are active generally take more than 24 hours to access content, and this increases to 30 hours on average for workers in senior-level leadership positions.

Alvin concluded: “We want B2B marketers to be successful – it’s as simple as that. We’ve always provided the largest B2B content syndication lead generation network and solutions to generate net-new quality leads for our clients. Now, we are layering in deep content consumption insights that they can’t find anywhere else.”