Create Your Next Customer is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Content Connects Peers

In late fall of 2013, UBM Tech conducted the Content Connects Research survey of nearly 250 business technology professionals to determine the types of content they rely on to make purchasing decisions. One of the key findings from the survey revealed that the most relied upon source for IT professionals was input from trusted peers in the industry. More than 85% of respondents cited this factor as their leading source for content.

As a result of this trend, UBM Tech has determined that technology marketers like you need to observe two important factors when reaching out to your target audiences. The first is to tailor content so that it incorporates peer input to help gain the trust of decision makers. The second is to create content in a wide array of formats so that audiences can easily find and share your insights with their colleagues through social networks, online communities, email, etc. A wide variety of content gives IT buyers a better opportunity to access the opinions of their peers, in the formats they prefer, and ultimately help make more informed decisions.


The research takes a closer look at how IT professionals use some of today's most popular formats for their job, including:

  • Webinars
  • Digital Magazines
  • Research Reports
  • White Papers
  • Infographics
  • Slideshows
  • Sponsored Content

It’s time for marketers to not simply produce more content, but differentiate your brand with materials that build long-lasting relationships and, in turn, increase sales. Download the full presentation to read more about our survey findings and discover tips on how to leverage the power of peers.

[download id="21976"/]


Research, branding, buyer's journey, CMO, content marketing, it buyers, marketing best practices, marketing insights, social media, content marketing, content marketing, demand generation, demand generation, IT priorities, marketing research