When making a major technology or security solution purchase, information technology decision-makers (ITDMs) download an average of nine content assets throughout the buying cycle, according to a report by IDG.

ITDMs rely on various types of content as they advance through the buying cycle:

  • Early in the purchase process, when determining business need and technical requirements, ITDMs rank content such as feature articles, technology news stories, how-to articles, and whitepapers as most important.
  • Midway through the process, when ITDMs are evaluating products and selecting vendors, content such as reviews/recommendations and third-party research (e.g., IDC, Gartner) plays a more important role.
  • In the latter part of the buying cycle, when ITDMs are focusing on getting internal buy-in and final approval, content such as assessment tools (e.g., ROI calculators), product demos, and demo literature becomes more important. 

Interestingly, case studies play a role throughout the decison-making process, as do how-to articles and stories.

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ABOUT THE AUTHOR
image of Lenna Garibian
Lenna Garibian is a MarketingProfs research writer and a marketing consultant in the tech industry, where she develops engaging content that builds thought leadership and revenue opportunities for clients. She's held marketing and research positions at eRPortal Software, GAP Inc., Stanford University, and the IMF. Reach Lenna via Twitter @LennaAnahid and LinkedIn.