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Published on: May 21, 2007
Type of content: ANALYST REPORT
Format: Adobe Acrobat (.pdf) (974 kb)
Price: FREE

Overview:
Search Engines. Directories. Portals. Webcasts. Websites. Magazines. These are just a few of the many choices technology marketers have at their disposal when developing a content distribution strategy. The challenge is to get visibility for their content in the places where buyers are searching for information. Technology marketing is becoming more complex because buyers have more information consumption options than ever before. As noted in the first issue of KnowledgeStorm’s Connecting Through Content Series published in March 2007, technology buyers want to find quality, educational information and marketers have plenty of information to offer. The trick is to find middle ground where marketers’ information meets buyers’ demand.

The objective of the research-based Connecting Through Content Series, jointly produced by KnowledgeStorm and MarketingSherpa, is to explore the impact of content development and distribution on audience engagement and message delivery. More specifically, this second study is designed to closely examine how technology buyers search for content and how marketers deliver content to them. Content distribution channels, user search techniques, content registration behavior and other aspects of content distribution and syndication are evaluated.

The study was conducted in April 2007 by KnowledgeStorm, the Internet’s top-ranked search resource for technology solutions and information, and MarketingSherpa, a research firm publishing real-life Case Studies, practical know-how and benchmark data on what works — and doesn’t work in marketing today.

Nearly 3,000 B2B marketers and technology and business professionals responded to two concurrently fielded surveys used in this study.