Which media types and assets are IT buyers drawn to?
We consistently track which media types and assets IT buyers are attracted to and why, and we share these findings in our free quarterly Media Consumption Research reports. In fact, the trends we see in our Media Consumption and Google Research reinforce one another. A key finding is that IT buyers don’t select random content when they’re surfing the Web. They’re attracted to very specific subjects, topics, and media relative to exactly where they are in the buying process. IT buyers are inclined to favor certain keywords, and are more attracted to a marketer’s message and more open to picking up the phone when a vendor calls if the company’s content lines up with their buying stage needs. Based on this finding, companies should consider syndicating their content but also make sure the content covers all stages of the buying process. Companies that produce a “one-size-fits-all” white paper, for example, miss opportunities to engage with promising leads. The prospect might look at the p
