7 Epic Content Formats to Reach and Engage Tech Pros

7EPIC CONTENT FORMATS TO REACH AND ENGAGE TECH PROS Sometimes the medium is the message. How you present information to potential customers matters. UBM Tech's 2015 Content Connects research study looks at the content consumption preferences and habits of business technology professionals. Here we share a handful of the most popular formats and best practices for each. GIVE THEM PREFERRED ACTIONS IT PROS HAVE TAKEN FORMAT FOLLOW UP WITH LENGTH #1 Technical information 75% visited vendor's website 6 out of 10 WEBINARS #2 News and analysis 30 minutes 36% based a tech purchase Written summary of webinar decision on information learned Additional relevant content #3 Demos #1 Industry-focused data 83% shared with a colleague 57% PowerPoint presentation that they can use and "steal" slides from RESEARCH #2 News and analysis Under 10 pages 1 out of 4 based their tech purchase decision from info learned #3 Technical information #1 Technology analysis 8 out of 10 shared with a colleague 72% WHITE PAPERS AND CASE STUDIES additional relevant information #2 Technical information Under 6 pages 55% visited vendor's website 55% 27% contact vendor for more information #3 Industry research additional research #1 Technical information 75% shared with a colleague 65% 5 minutes 64% visited vendor's website additional relevant information VIDEO # 2 Training or less 48% written summary of the video 1 out of 4 based their tech #3 How-to purchase decision from info learned #1 Technology news & analysis 58% 84% shared with a colleague 30 minutes or less additional relevant information PODCASTS #2 Business news & analysis 48% written summary of the content 52% visited vendor's website #3 Technical information Don't make the reader scroll and scroll and scroll #1 Technology news & analysis 79% 84% shared with a colleague 50% visited vendor's website additional relevant information INFOGRAPHICS #2 Business news & analysis 52% and/or shared with their boss #3 Technical information additional research Make sure the reader can digest each slide in less than 30 seconds #1 Training 66% 78% shared with a colleague SLIDE SHOWS summary of content #2 Technology news & analysis 59% visited vendor's website 34% product sheet #3 How-to AVOIDING EPIC FAILS Be sure to avoid Using too much "marketing FIUFF." It's the No matter the Format, it's important to keep the length in check Refreshing and re-purposing content is okay, but ensure that the content is current and timely. #1 MISTAKE tech vendors make when producing Four out of ten technology decision makers report that they would only consider content that is less than one year old. sponsored content. Dorft discount the impact the right content can make in Nearly two-thirds report that justifying a technology Purchase Do not have a sales reP contact a lead after just one interaction. content is more credible IF it's From an independent SOurce. Only 3% of IT pros want to be contacted by a sales rep after they've interacted with your content. Solution: Partner with an authoritative third party. Create Your Next Customer ► To request a complete copy of the research report, contact us at [email protected]. For more tech marketing insight and research, visit CreateYourNextCustomer.com. UBM @CYNC_marketing Source: 2015 UBM Tech Content Connects Research of 485 Qualified IT and Business Respondents