The Importance of Targeted Content

personalized tailored relevant THE IMPORTANCE OF TARGETED CONTENT segmented FOR B2B MARKETERS WHY DOES IT MATTER? many terms, one meaning It seems like every marketer has a different term to refer to the concept of customizing content to different audiences to make it 47% more relevant -- segmentation, tailoring, personalization, etc. We like to call it TARGETED CONTENT of IT buyers say not tailoring content to their issues is one of the "biggest weaknesses" in IT vendors' marketing'. In this highly marketed world people have less and less patience for generality. // - Jeffrey Rice, MarketingSherpa The key to good marketing content is relevance. Relevant content resonates with and matters to the individual who is reading it. / -- Cathi Mason, Lyris HOW ARE B2B MARKETERS TARGETING CONTENT? 1) BY STAGE OF THE BUYING PROCESS Stage of Buying Process Appropriate Content 39% 32% social media, blog posts, thought leadership articles, evaluation tools, research-based white papers AWARENESS case studies, demos, customer videos/testimonials, solution-oriented white papers CONSIDERATION 2010 2011 ROI/TCO calculators, feature/function comparisons, value-oriented white papers Percentage of B2B marketers who segment by buying cycle DECISION BY BUYER PERSONA / PROFILE 57% 49% CEO Manager Director 2010 2011 Percentage of B2B marketers who segment by buyer role BY INDUSTRY/COMPANY SIZE 69% 23% of B2B marketers create of B2B marketers create tailored content for 5 tailored content by size of business different industries BY SOLUTION/USAGE MODEL of B2B Marketers create tailored content for different 60% solutions/usage models BY LANGUAGE/LOCATION 79% 54% 33% 67% 75% 81% % of IT Pros who struggle to find local content TechValidate Sources: 1. http://www.gartner.com/it/content/1399000/1399036/august_3_customer_reference_rfouts.pdf 2. http://www.marketingsherpa.com/article.php?ident=31980 3. http://www.lyris.com/us-en/blog-archive/860-Relevance-Rules 4. http://www.contentmarketinginstitute.com/wp-content/uploads/2011/12/B2B_Content_Marketing_2012.pdf 5. http://www.techvalidate.com/2011_b2b_content_marketing_survey 6. http://www.idgconnectmarketers.com/why-content-must-be-localized/ Produced by TechValidate. Learn more at www.techvalidate.com. VP Engineer personalized tailored relevant THE IMPORTANCE OF TARGETED CONTENT segmented FOR B2B MARKETERS WHY DOES IT MATTER? many terms, one meaning It seems like every marketer has a different term to refer to the concept of customizing content to different audiences to make it 47% more relevant -- segmentation, tailoring, personalization, etc. We like to call it TARGETED CONTENT of IT buyers say not tailoring content to their issues is one of the "biggest weaknesses" in IT vendors' marketing'. In this highly marketed world people have less and less patience for generality. // - Jeffrey Rice, MarketingSherpa The key to good marketing content is relevance. Relevant content resonates with and matters to the individual who is reading it. / -- Cathi Mason, Lyris HOW ARE B2B MARKETERS TARGETING CONTENT? 1) BY STAGE OF THE BUYING PROCESS Stage of Buying Process Appropriate Content 39% 32% social media, blog posts, thought leadership articles, evaluation tools, research-based white papers AWARENESS case studies, demos, customer videos/testimonials, solution-oriented white papers CONSIDERATION 2010 2011 ROI/TCO calculators, feature/function comparisons, value-oriented white papers Percentage of B2B marketers who segment by buying cycle DECISION BY BUYER PERSONA / PROFILE 57% 49% CEO Manager Director СЕО 2010 2011 Percentage of B2B marketers who segment by buyer role 3 BY INDUSTRY/COMPANY SIZE 69% 23% of B2B marketers create of B2B marketers create tailored content for 5 tailored content by size of business different industries BY SOLUTION/USAGE MODEL of B2B Marketers create tailored content for different 60% solutions/usage models 5 BY LANGUAGE/LOCATION 79% 54% 33% 67% 75% 81% % of IT Pros who struggle to find local content TechValidate Sources: 1. http://www.gartner.com/it/content/1399000/1399036/august_3_customer_reference_rfouts.pdf 2. http://www.marketingsherpa.com/article.php?ident=31980 3. http://www.lyris.com/us-en/blog-archive/860-Relevance-Rules 4. http://www.contentmarketinginstitute.com/wp-content/uploads/2011/12/B2B_Content_Marketing_2012.pdf 5. http://www.techvalidate.com/2011_b2b_content_marketing_survey 6. http://www.idgconnectmarketers.com/why-content-must-be-localized/ Produced by TechValidate. Learn more at www.techvalidate.com. VP Engineer