Content materials that offer “practical advice” are what technology buyers, like those in your IT contacts list, want to read the most, among other things. This is according to a recent study cited by the Content Marketing Institute where the respondents consisted of both vendors and buyers in the tech sector. As a subset of this group, the prospects in your IT contact list most likely share the same preferences.
This post takes a look at the content that your IT prospects want to read in your B2B email marketing blasts and discusses some ideas to help you meet their content demands.
The survey mentioned by CMI reveals a lot of useful information on the things that make up quality content from the point of view of tech buyers and sellers. About 65% of respondents prefer to read best practices; 59% want “competitive comparisons” while 54% are attracted towards how-to guides. From the tech vendors’ side, 64% use facts/figures as foundations for their offer, 62% include business/technical aspects, and 58% use recent developments.
Another area that the above study sheds light on is the effect of content age on readership. About 41% of tech buyers want to read information that is at most one year old, 28% accept information between 12 to 18 months old, and 31% say information more than 18 months old is still valid.