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Website Content Proves Important for Technology Buyers
Sunday, June 10, 2007
Last week I posed the question, that in the SEO 2.0 era will content still be king? In the article some key points of interest revolved around how 75% of technology seraches are made online. What this boils down to is that B2B marketers need to provide fresh content to the online world. There is and always will be a demand for content. People, technology buyers included, are in search of information. So what does this mean for B2B marketers who are trying to generate leads through their website?

In a report originally released in February 2007 from KnowledgeStorm and MarketingSherpa on "connecting through content" stated that about 85% of technology buyers need to see information about a new technology or solution at least three times for it to register. The study provided great insight on the importance of site content for technology buyers. It is no secret that when prospects are in the research stage of the buying funnel, they are looking for vendor content to help them narrow their selection process. They are looking for content that speaks their language and content that addresses their dilemma and needs.

Technology buyers are no different and here's why:
  • Technology buyers spend a lot of time online on technology research. As much of 75% of the information gathering is conducted online. Yet it is interesting to note that B2B marketers onlyprovide about 60% of their content online. Why is that even though the majority of tech buyers research information online? A little hint here for B2B marketers; provide your audience with all of the content they need, provide it when they need it and in a manner that they want to see it.

  • Technology buyers seek educational content. This content should be well written, concise and consist of high quality informative information. They want to see solution comparisons, they want to see pricing. Provide it. Do not force them to go to a competitor's site because if they leave chances are they are not going to return.

  • Technology buyers believe that the information they find online is of greater or equal value to the content that they find offline. Those who search online like to find exactly what they are looking for quickly and effieiciently.

  • Tech buyers look to vendor sites as being authoritative resources. If your site doesn't have all of the information they seek, they are not likely to short list your company as they work through the research and selection process of their buying cycle.

  • Repetition of content is key. Technology buyers need to hear the message over again and again. As mentioned earlier, many need at least three pieces of information before the information registers.

  • Provide the right type of content. According to the study by KnowledgeStorm and MarketingSherpa, Technology Buyers list whitepapers as the most frequently read content. On the contrary, less than one third of tech buyers claim to access Webcasts. Yet over 60% of marketers spend time and money sponsoring or using webcasts as part of their marketing programs. This is an interesting topic for debate. Are webcasts really effective? Is this time and money well spent?

  • Technology Buyers want fresh content. This means up-to-date stats, pricing, comparisons etc. Not only do they want it, but they expect to find new and fresh content.

  • Technology Buyers are looking for content that speaks to them and will solve their problems. Many B2B marketers provide content that "sells" their business or new company developments... yet doesn't explain or "tell" the audience how these new developments will solve their problem. Numerous sites do this. There is a serious disconnect here. Understand your audience and that it is all about your audience. The consumer/prospect is in control.

  • Cookie-cutter does not work. Marketers need to provide different types of content and customize their content so it stands out.

  • Technology Buyers are looking for content that is specific to their issues and their problem. Create content information that is targeted to their industry and their business.
Most search engine marketers will tell you that content is important for the search engines so that they can index and rank your site. Well that is true, creation of content becomes more important for your audience. Web content is important period. If you are marketing to technology buyers, website content becomes extremely important. Technology Buyers seek specific types of content at various stages of their buying cycle. Why not create this content and intercept your audience at these stages?

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posted by Jody @ Sunday, June 10, 2007  
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