The pandemic has driven IT decision-makers (ITDMs) to seek more online content to support accelerated digital initiatives. This surge presents an opportunity for marketers to enhance their content value, yet many still struggle to build the same trust that ITDMs have in analysts and media. According to IDG’s 2021 Customer Engagement Study, 72% of ITDMs prefer vendors that educate them throughout the decision-making process. However, only 41% find vendor content valuable, highlighting a gap in content quality. Marketers must focus on providing relevant, educational content to build trust and effectively engage ITDMs.

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