A recent series of TechTarget reports offers many helpful insights for content marketing that targets IT buyers. Four insights in particular caught my attention.
Serial IT Specialists. TechTarget correctly notes that many IT professionals now move from one area to another as new technologies emerge and are adopted by their employers. These buyers seek content that will help them progress from basic to advanced topics in their new technology focus. White papers, video tech talks, FAQs, case studies, and buying or application guides are content ideas to consider.
Globally Relevant Content. The TechTarget survey found that for IT buyers in most countries, localized content is less important than finding the best practices, product information, and research resources they need, even if those resources are available only in English. Although you want to evaluate the expectations of your specific target markets, it may be possible to shift some budget from localization to creating English-language content that appeals to prospects around the world.
Comparison Content. A typical part of any purchase decision is defining the right buying criteria and making an "apples-to-apples" comparison among products. TechTarget notes that IT buyers would welcome help from vendors in making those comparisons. This help can be provided directly through charts or evaluation reports that compare your products to competitors (although it's important to comply with local advertising laws about this type of marketing material).
An indirect method is to give prospects an evaluation worksheet or guide that lists only recommended criteria for making their own comparisons. Of course, you could define the criteria in a way that will present your product in its best light.
"Deep Dive" Technical Content. As TechTarget points out, technical decision-makers may already be familiar with your solution and how it generally compares with alternatives. What they don't know, but are eager to find out, is more in-depth information about product capabilities, architecture and design choices, implementation scenarios, etc. White papers, blog posts from your engineers, implementation and design guides, and recommended best practices are marketing content types that can deliver the deep technical information that IT buyers seek.
I recommend that you take a look at the insights and data in this report to help in planning your technical marketing campaigns. Read the TechTarget series: "Understanding and Influencing the International IT Buyer"