More than 90% of IT decision-makers (ITDMs) are regularly consuming tech content and want the latest insights on the cloud, security and new services, according to a new study released by IDG Communications, Inc.
The 2018 Customer Engagement Research report shows an insatiable appetite among ITDMs for engaging content, but vendors are often falling short as only 40% believe that the white papers, news and articles they read and download are valuable in some way.
Content quality is of the utmost importance for these decision-makers and it’s not just prose or grammar that needs to meet their standards. More than half said that content that is self-serving or promotional can lead them to abandon further research of a brand, while 44% grumble at there being too many requirements to download.
Content that is not clear (47%) or does not showcase the required level of expertise (42%) is also a major bugbear for ITDMs. However, when marketers do get it right, ITDMs will then conduct more research on their business, visit the corporate website, and participate in any available product demos.
“Content and educational tools can both positively and negatively impact the likelihood of a sale,” IDG Communications’ SVP Julie Ekstrom said. “Vendors need to invest in content that navigates tech decision-makers through the purchase process. If they do not, they risk negatively impacting the impression of their organization for three-quarters of decision-makers.”
Finally, ITDMs say that they prefer a mix of traditional content including up-to-date news and newer formats such as podcasts and webcasts.
