Guided by Content

Does content help the IT purchasing process? Absolutely! The use of content materials has grown thanks to the popularity of social media platforms, video services, and just the Internet as a whole. Blogs, infographics, videos, and more are able to reach a wider audience when shared through social mediums, every minute of every hour or every day. For B2B companies, this influx of content cravings opens new opportunities when it comes to showcasing their products and services to potential and current clients.

In fact, reseach finds that content does a great deal for the IT professionals, keeping them informed on new and updated technologies, but also revealing how content is providing insights on how those same professionals are navigating through the purchasing process. With so many different options and vendors for professionals to choose from, content can be the map for the purchase path.

But how is content influencing this process? And why should marketers, like you, care about the purchase process?

The Changing Course of Content
 

As you know, content has become a big driver for both consumers and businesses – they can tell a story, show a challenge that’s facing an individual, and provide insights on how to solve challenges.

In 2024, the content marketing industry will grow to be worth an estimated $600 billion

The projected valuation of the content marketing industry reaching $600 billion in 2024 marks a significant uptick from previous years. This growth is attributed to several factors, including increased digital consumption, the rising importance of personalized and targeted content, and the integration of advanced technologies such as AI and machine learning in content creation and distribution. 

90% of marketers include content in their marketing strategies

The inclusion of content in marketing strategies is no longer an optional tactic but a norm, with 90% of marketers incorporating it into their approach. This high adoption rate, as indicated by Demand Metric, reflects content marketing’s essential role in connecting with audiences, building brand identity and enhancing online visibility. This approach goes beyond traditional advertising; it involves creating valuable, relevant content to attract and retain a defined audience—ultimately, to drive profitable customer action. 

51% of content consumption comes from organic search

Over half of content interactions today result from organic search

Content marketing increases lead generation according to 74% of companies

According to 74% of companies, content marketing has proven effective in boosting lead generation. This reflects a clear recognition of content marketing’s capacity to engage and capture the interest of potential customers. Through content that is informative, engaging and tailored to the audience’s needs and interests, these companies are successfully attracting leads.

Most content marketers spend more than 10% of their marketing budget on content specifically

More than 10% of marketing budgets are devoted to content by a majority of content marketers. This level of investment indicates the value placed on content in connecting with audiences and achieving marketing objectives.

For marketers and professionals alike, this amount of constant content means putting your insights in front of IT buyers who are looking to you to help solve a pain point. TechTarget’s study found that 91% of buyers consume content during the early stages of the buying process.

This means when IT professionals are looking to purchase new products or services, they start the process by researching and gathering information, most of it coming from insightful and enlightening content.

What types of content are IT professionals looking for?
 

For both the early and middle stages of the purchasing process, these are the most effective media types:

• Product literature
• Whitepapers
• Vendor comparison

The first two – product literature and white papers – are very prominent across the entire purchasing process, but why? Both of these content materials can provide deeper dives into technologies, solutions, services, and thought leadership when it comes to solving a particular challenge.
 

For example, an IT professional might look for reasons they should consider cloud solutions; there are obvious benefits that have been noted for cloud solutions, but IT pros don’t just look at the benefits, they also check any downsides. They like to compare and contrast, see what statistics are saying, what other companies are saying. Product literature and white papers can be wonderful sources of knowledge. IT personnel also look for support from content, to help guide and compare various services – to help grow and meet business initiatives.

However, being able to narrow down which solution is right for a business can be a challenge, especially for IT professionals who need to contend with both budget restraints and pressure to bring in more complex technology to further those business goals. This is why content can go a long way in paving a path towards the goals professionals are striving for.

What Marketers Can Do

Knowing that your content holds weight for the buying process, it’s imperative that your content is able to reach and address the needs of your IT audience. Just creating a blog, article, or whitepaper isn’t enough to catch the eye of IT professionals. Here’s some tips to give your content the boost it needs:

• Ensure that you’ve built up your content portfolio and that it's available in a variety of formats.
• White papers are great ways to present your insights, in bite size chapters that provide actionable next steps throughout.
• Don’t keep content relegated to one format. Content can come in many forms – whitepapers, infographics, videos, blogs, etc – so be sure you’re targeting each to ensure a wider variety of contact.
• Keep an eye on the search activities of IT buying teams. This can not only help to see if your own content is part of their searches but can give you an idea on what these teams are looking for.

Content has opened a lot of avenues for businesses, connecting both buyers and marketers together through the journey of purchasing new products and solutions. Change3’s creative team understands the importance of reaching your target audience by creating relevant material that showcases your solutions. Contact us today to discuss your content and marketing needs!