KnowledgeStorm Inc.
( www.knowledgestorm.com ), the Internet's top-ranked search resource for
technology solutions and information, and MarketingSherpa
( www.marketingsherpa.com ), 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 distribution. The
second study in the series, "Issue Two: Content
Distribution - Where Information Intersects With Demand ," examines how
technology buyers search for content and how marketers deliver that content
to them.
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The two surveys, fielded concurrently in March 2007, were completed by more
than 3,000 business and IT professionals and B2B technology marketers,
representing a variety of job titles, vertical industries and company
sizes. "The results of this study give marketers valuable insight that
helps shape how they strategically approach such areas as search engine
optimization, search engine marketing, registration for content and content
distribution," said Matt Lohman, director of market research,
KnowledgeStorm. "In some cases, the results are at odds with the
traditional thinking in these areas, presenting marketers with an
opportunity to improve how effectively they reach their buyers through
content."
Among the key findings, technology buyers are using more complex search
terms. Fifty-six percent use three or more words in their search phrases.
Nineteen percent use search operators such as "and" and "the" as part of
their search phrase. Technology buyers are also going deeper into the
search results, as much as five pages deep. Only 11 percent of buyers don't
go beyond the first page of results.
"The bulk of search resources are spent jockeying for position on the first
page in the major engines," said Stefan Tornquist, research director at
MarketingSherpa. "But that's not the only approach. We see that technology
professionals are often forced to dig deeper than the first page of
results. Search strategy should reflect that on both the paid and organic
side. The technology industry generates millions of highly specific
searches and some of those are high ROI opportunities for those who do the
work of analyzing terms for their conversion potential."
This is the second 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. The final study in the series will
focus on distribution strategies, lead nurturing and performance metrics.
To learn more about the Connecting Through Content findings, please click
on the following link: "Connecting Through Content,
Issue Two: Content Distribution - Where Information Intersects with
Interest."
About KnowledgeStorm
KnowledgeStorm is the
Internet's top-ranked search resource for technology solutions and
information. Through 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 www.knowledgestorm.com .
About MarketingSherpa
More than 230,000 advertising, marketing and PR professionals read
MarketingSherpa's publications every week. Praised by The Economist,
Harvard Business School's Working Knowledge Site and Entrepreneur.com,
MarketingSherpa publishes a wide range of Benchmark Guides, Buyer's Guides
and How-to Reports plus a 400+ Case Study Library. Visit the award-winning
site http://www.marketingsherpa.com .
KnowledgeStorm and the KnowledgeStorm logo are trademarks of KnowledgeStorm
Inc.
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Media Contacts:
Denise Doyle
PR Manager
KnowledgeStorm Inc.
678-597-5910
Email Contact
Stefan Tornquist
MarketingSherpa
(718) 596-6367
Email Contact
Author: Array
Previous news: 30 May 2007
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