©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
There’s no lack of information in company websites and that is the problem. IT buyers told IDG Connect that they look for different content (shorter is better) from consideration to final purchase whether it’s a white paper, case study, podcast, or interactive tool. In the buyer research respondents said they find what they want less than a third of the time, half of their success rate of several years ago.
In a BtoB webcast in April 2011, IDG Connect’s Bob Johnson talked about the research and how it applies to marketers creating content and Colleen Buckley explained HP’s “clean sheet” project to substantially change content in its website. Ted Kohnen of Stein Rogan + Partners described the difficulties of content everywhere and presented examples of a few integrated campaigns.
This presentation is available until July 12, 2011.