There are no impulse buys when it comes to purchasing IT products and solutions. IT executives don’t find themselves in the grocery store checkout line deciding between a new company-wide inventory database system and a few tins of spearmint Altoids.
IT buying decisions usually involve a lengthy process divided into at least two steps, whereby IT vendors must convince their target audience that first, they have a need for the technology being discussed, and second, that their product is the solution to provide that technology. So when developing content for an IT audience, it’s helpful to assign early-stage content to the first step and late-stage content to the second step.
