The most influential channels for your content

Last week, we explored findings from our new Supplemental Report on Reference Collateral that underlined the importance of creating a variety of marketing collateral and content to reach your audience. This week, we're going to turn our attention to how technology buyers obtain reference collateral.

Our report looks at seven common channels: personal contact, direct response, corporate web sites, sales representatives, RSS feeds, social media, and webinars. We not only looked at how frequently technology buyers consumed collateral through these channels, but we also studied the perceived influence of each particular channel.

Not surprisingly, we found that personal contact led the way in both respects for every type of reference collateral--after all, many people place a higher value on materials that a colleague or friend has taken the time to read, listen to, or watch and pass onto them. We also discovered that corporate web sites are important distribution channels, with high rankings for frequency of use and influence across all reference collateral types.

To hear our president Lorie Loe explain these findings in a short video--or to learn more about the popularity and influence of various reference content distribution channels in general--download our free report now.