©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Content Marketing Inst.
UBM TechWeb recently released Buyers Research 2012. This is a survey of 240 business technology decision makers conducted in March 2012 that sheds light on what prospects want — and what they don’t — when it comes to vendor content. While the survey focused on what buyers want to see with technology vendors, the insights are useful for anyone in content marketing.
You need to provide practical advice. Technology vendors consider these to be the most important attributes in information about technology solutions:
• Facts and figures to support claims (64 percent)
• Information that contains both business and technical considerations (62 percent)
• Current or timely information (58 percent)