Gartner Research

Content That Builds Trust and Delivers Value Can Influence Shortlist and Vendor Selection

Published: 24 July 2018

ID: G00368984

Analyst(s): Christy Ferguson , Todd Berkowitz

Summary

Provider-created content plays an important role in generating demand and influencing shortlists and selection. Technology product marketers should create content that builds trust, provides value and is consistent with the messages customers see and hear elsewhere.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Content Is Only a Small Part of the Buying Process — But Getting It Right Is Critical
  • Content That Builds Trust and Provides Depth Has the Most Influence on Buyers
  • Confusing Content Can Cause a Provider to Be Disqualified

Summary

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