SOURCE: KnowledgeStorm

March 27, 2007 06:00 ET

Research Finds: Business Technology Buyers' Growing Appetite for Online Content Creates Greater Opportunity for Marketers

Study Results Show Business Technology Buyers Typically Need Exposure to at Least Three Pieces of Content to Acquire Significant Knowledge of a Solution

ATLANTA, GA -- (MARKET WIRE) -- March 27, 2007 -- KnowledgeStorm Inc. (, the Internet's top-ranked search resource for technology solutions and information, and MarketingSherpa (, publisher of research, Case Studies and benchmarking data on marketing, today announced the results of a joint research study on how marketers' practices align with technology buyers' expectations and preferences when it comes to content creation and distribution. The first study in the series, "Issue One: How Technology Marketers Meet Buyers' Appetite for Content," examines how marketers tactically engage their audience through a mixture of content types and strategies such as blogs, white papers, webinars and podcasts.

The two surveys, fielded concurrently in February 2007, were completed by more than 4,000 business and IT professionals and B2B technology marketers, representing a variety of job titles, vertical industries and company sizes. "With the rising usage of emerging media, it was important to provide an updated picture of how online content was used, from the perspectives of the marketers and the IT and business professionals," said Matt Lohman, director of research, KnoweldgeStorm. "The results will help marketers improve how they engage their customer or prospect through vendor-provided content."

Among the key findings, 79% of the IT and business professionals stated they received 25% or more of their information on technology solutions from vendor-sponsored content, such as white papers, email newsletter articles, blogs and webcasts. They are also looking for this content on a more frequent basis and with purpose. Four out of five IT and business professionals search the Web at least weekly for new information about technology and nearly 72% wanted to find "solutions to solve a current problem."

The trend towards a growing appetite for content can be an opportunity for marketers to get more frequent, varied exposure to their prospects. "One thing we found interesting is the divide between interest and usage of the more dynamic aspects of online content syndication, such as blogs and podcasts," said Stefan Tornquist, research director of MarketingSherpa. "There's still a heavy focus on traditional means despite the high awareness of emerging media. There's enormous potential for marketers who can utilize an effective blend of offline content with traditional and more dynamic content channels to better position their organizations as thought leaders and experts to their key audiences."

"All the various forms of online content have been a blessing and a curse to marketers," said Lohman. "On one hand, there's never been a better time to reach out to your audience in a variety of compelling ways. On the other hand, your audience has never been so bombarded. These results show that technology buyers must see multiple pieces of content before the message sinks in. Marketers need to respond with a more integrated approach that weaves in continuous exposure to content in engaging ways to gain a foothold in their prospect's mind."

This is the first in a series of joint research studies focused on content distribution and syndication strategies, from the marketers' and technology buyers' perspectives. The first study focused on content creation. Subsequent studies will focus on distribution strategies, lead nurturing and performance metrics.

To read the full report, available at no charge, go to

About KnowledgeStorm

KnowledgeStorm is the Internet's top-ranked search resource for technology solutions and information. Leveraging the KnowledgeStorm Network of premier partners and its extensive search expertise, KnowledgeStorm is able to reach technology buyers and deliver the information they need no matter where their search begins. KnowledgeStorm, with its network, search expertise and performance tools and services, is a powerful resource for technology vendors, providing them the most opportunities to reach buyers on the Internet and convert them into Web leads. For more information, call (877) 340-9274 or visit

About MarketingSherpa

More than 237,000 marketing professionals read MarketingSherpa's Case Studies and research every week. Praised by The Economist, Harvard Business School's Working Knowledge Site and, MarketingSherpa publishes a wide range of Benchmark Guides and How-to Reports plus a 750 Case Study Library. Visit the award-winning site

KnowledgeStorm and the KnowledgeStorm logo are trademarks of KnowledgeStorm Inc.

Contact Information

  • Media Contacts:
    Denise Doyle
    PR Manager
    KnowledgeStorm Inc.
    Email Contact

    Stefan Tornquist
    (718) 596-6367
    Email Contact