When it comes to business-to-business (B2B) technology purchasing, content is still king. But it has changed. The TechTarget 2024 Media Consumption Survey provides invaluable insights into how tech buyers consume information and make decisions today. To stay ahead, marketers and GTM leaders must adapt their content strategies to meet these changing demands. Here’s how you can do just that.
Embracing Buyer Autonomy and Differentiation
In 2024, tech buyers are more independent than ever. They prefer to conduct their own research before engaging with sales reps, emphasizing the need for comprehensive, easily accessible information that highlights product differentiation.
Strategic Advice
- Develop Detailed Product Content: Create in-depth materials that include product specifications, comparisons, and unique value propositions. This can be achieved through whitepapers, detailed brochures, and comprehensive web pages.
- Provide Self-Service Resources: Offer a variety of self-service resources such as frequently asked questions (FAQs), how-to guides, and video tutorials. These resources empower buyers to find answers to their questions independently.
- Emphasize Differentiators: Ensure your content clearly articulates what sets your product apart from the competition. Highlight unique features, benefits, and customer success stories.
Building Trust with Expertise
Despite the rise of AI-generated content, buyers still prioritize content created by human experts. While AI can assist in content creation, it’s the human touch that builds trust and authority.
Strategic Advice
- Leverage Expert Opinions: Incorporate insights and endorsements from industry experts into your content. Host webinars and Q&A sessions with thought leaders.
- Balance AI and Human Input: Use AI tools to generate content ideas and initial drafts, but ensure human experts review and refine the final pieces.
- Showcase Credibility: Highlight the credentials and experience of your content contributors to build trust with your audience. Include author bios and expert interviews.
Are Your Customers Loyal?
Vendor loyalty is not guaranteed, with 83% of tech buyers having switched or added new vendors in the past 12-18 months. This underscores the importance of continuous engagement and support.
Strategic Advice
- Engage Continuously: Maintain regular customer communication through updates, newsletters, and follow-up content. Share new developments, feature updates, and success stories.
- Offer Value Beyond the Sale: Provide ongoing support and resources to help customers maximize the value of their purchase. This can include training sessions, webinars, and user forums.
- Solicit and Act on Feedback: Regularly gather customer feedback and use it to improve your products and services. Show customers that you value their input and are responsive to their needs.
Multi-Channel is a Must
Strategic Advice
- Diversify Distribution Channels: Publish your content across multiple platforms, including your website, social media, industry blogs, and third-party media sites to
increase your reach and visibility. - Leverage Influencers and Analysts: Partner with industry influencers and analysts to extend your content’s reach. Their endorsements can add credibility and attract a broader audience.
- Personalize Content: Use data and insights to tailor content to different buyer personas. Personalization increases relevance and engagement, making your content more impactful.
Leveraging the Power of Video
Video content is more influential than ever. Buyers prefer video-based product demos, expert Q&As, and solution case studies, which provide a dynamic and engaging way to present information.
Strategic Advice
- Create Engaging Video Content: Develop high-quality videos that showcase your product’s features, benefits, and real-world applications. Use professional production
techniques to enhance visual appeal. - Use Video Analytics: Track viewer engagement and behavior to understand what works and what doesn’t. Use these insights to refine your video content strategy.
- Promote Videos Across Multiple Channels: Share your videos on social media, your website, email newsletters, and relevant third-party platforms. Cross-promotion increases the chances of your videos being seen and shared.
Effective Content Strategies
Content must be high-quality, educational, and relevant to engage today’s tech buyers. Marketers should focus on creating content that addresses specific pain points and provides clear solutions through various formats.
Strategic Advice
- Focus on Pain Points: Identify your audience’s key challenges and create content that offers actionable solutions. Use case studies and testimonials to illustrate success stories.
- Mix Content Formats: Utilize a variety of content formats, including whitepapers, case studies, webinars, blogs, and infographics. Different formats appeal to different preferences and consumption habits.
- Maintain Consistent Messaging: Ensure your messaging and branding are consistent across all content and channels. Consistency reinforces your brand identity and value proposition.
Learning and Educating Should Not Stop
Maintaining solid relationships with customers after the sale is critical. Sharing market insights, best practices, and continuous innovation keeps customers engaged and demonstrates ongoing value.
Strategic Advice
- Provide Ongoing Education: Offer regular webinars, training sessions, and tutorials to help customers get the most out of your product. Educational content helps deepen their understanding and appreciation of your solutions.
- Share Market Insights: Regularly update customers with industry trends, best practices, and new developments. This positions your brand as a thought leader and keeps your audience informed.
- Innovate and Inform: Keep customers informed about new features and enhancements that can benefit their business. Regular updates show that you are continuously improving and adding value.
Conclusion
The 2024 Media Consumption Survey Highlights from TechTarget highlights the need for a strategic shift in creating and distributing content. Sales and marketing leaders must adapt to these changing dynamics by focusing on expert-led, high-quality content and leveraging multiple channels. Staying ahead in this competitive landscape requires understanding these changes and quickly implementing strategies that build trust, engage effectively, and drive successful outcomes. Following these strategic guidelines ensures your content resonates with today’s tech
buyers and positions your brand for success.
