50% of IT professionals consume B2B content with increasing regularity, study suggests
B2B marketers have a growing opportunity to reach IT decision makers by acknowledging the changes in content consumption trends and their past mismanagement of prospects, a new industry report suggests.
In 2016, content consumption volume from IT professionals grew by 38%, and 54% of the active audience consumed more than one piece of content. Further, 11% of the active IT audience consumed more than 10 resources, averaging only 11 days between content requests.
Robert Alvin, CEO and founder of NetLine Corporation, explained why the demand for IT content is surging: "The IT department is under pressure to support organizations from all sides—each requiring a unique set of skills, knowledge, and experience. Now more than ever IT professionals need to be more informed; there is a higher thirst and voracity for a variety of pertinent content."
The industry report states that in the lead nurture process, the consumption gap — the timespan between the content request and the moment the content is opened - showed that active IT professionals averaged more than twenty-four hours to open the content and senior-level leadership more than thirty hours. That information suggests marketers could allow two days before contacting a prospect, especially in the case of long-form content consumption.
"We want B2B marketers to be successful – it's as simple as that. We've always provided the largest B2B content syndication lead generation network and solutions to generate net-new quality leads for our clients. Now we are layering in deep content consumption insights that they can't find anywhere else," shared Alvin.