Tech buyer insights help guide video marketing strategies

Published on
by Brafton Editorial
IDG Research data shows which types of video content attracts tech buyers.

Businesses looking to spark interest in their products and services often struggle to develop thorough content marketing strategies to meet the rising consumer demand. According to the Content Marketing Institute, 70 percent of B2B brands use video to engage with new and existing customers, but organizations face many challenges when implementing initiatives. The report indicated that 64 percent of B2B marketers have trouble producing enough content for viewers, 52 percent can’t deliver engaging media to their audiences and 45 percent struggle with creating a variety of content for the web.

b2b CM challengesThe obstacles many brands face when strategizing campaigns to break into new markets can prevent lead generation from taking place. However, a new study from IDG Research provides tech brands with some insight into what prospects look for in video content production. According to the company’s “The Echo Effect Study,” B2B tech buyers depend on online videos for their own edification. Sixty-one percent of tech professionals watch visual media to learn how to use new products, while 58 percent watch to find information on new items they wish to buy in the future. More, 57 percent engage with “how-to” video content and 54 percent interact with visual product reviews. Lastly, 52 percent watch video content to stay ahead of the tech curve.

IDG Research’s insight can guide tech marketers in developing effective content marketing strategies. With a high percentage of brands unable to produce enough engaging content to generate and nurture leads, these tech trends point toward new content angles worth exploring. For brands to discover the subjects that interest tech buyers, they must look at the most commonly viewed media on the web. IDG Research gives brands data that shows success across various avenues, and organizations must mimic these results in their efforts to build brand loyalty online.

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