Content for tech professionals: what you need to know
New research from LinkedIn reveals the particular content habits of technology audiences
March 29, 2017
What role does content play in the IT buying journey? How do decision makers and other tech professionals engage with that content? What are the tones, styles and formats that capture their attention and prime them to hear more from you? What does success look like – and what business benefits can you expect from engaging tech audiences with content?
These are the types of questions that drove new LinkedIn research into the role of content in tech professionals’ lives. We surveyed more than 1,400 members of the global technology community on their content consumption habits, their reasons for engaging, and the actions they take as a result. And we’ve summarised the key findings in the two Infographics below.
Tech professionals are super-powered content consumers
We discovered that tech professionals have a powerful appetite for content, with 35% of them consuming fresh content on LinkedIn every day. They spend longer reading it, are more likely to share it, and seek out brands and influencers on LinkedIn that they trust to provide it.
Mixing up content formats can maximise engagement
Tech audiences also have an appetite for different content formats, rewarding marketers who are ready to mix things up. Case studies are their most popular form of content (engaged with by 55% of those in our survey); 43% consume infographics and 22% read eBooks. They are also significantly more likely than other groups to download white papers (30%), listen to podcasts (30%) and watch webcasts (20%).
Cut out the jargon, share a strong point-of-view, but don’t over-sell
Across these different formats, tech audiences are primed to respond to content with a particular tone and style. They like inspirational pieces that come straight to the point, and aren’t afraid to use humour or share strong opinions. They despise jargon and pride themselves on sniffing out inaccuracy or bias in the content they consume. Above all else, they value trusted content from reputable sources. They are determined to be treated as an equal or a partner rather than simply a sales prospect.
No comment doesn’t mean no interest
When it comes to assessing the impact of content, tech marketers need to be aware of the distinctly private nature of their audiences. Despite IT professionals’ strong engagement with content, they are noticeably more reluctant than other groups to comment on it. Tech audiences are also 6% less likely to share personal information. This is an audience that plays its cards close to its chest – and a lack of public comments doesn't indicate a lack of interest. If your goal is generating leads, it’s important to first demonstrate the value of tech decision-makers sharing their contact information with you – through a sequence of un-gated thought-leadership pieces, for example. Asking for contact information too soon could lead audiences to look elsewhere for their content fix.
Scroll down for more detail of how tech professionals engage with content on LinkedIn – and how you can tailor a technology content strategy to fit:
See the full scope of LinkedIn’s tech professional research, download our e-book, “Tapping Into the Minds of Technology Professionals.”