Tech marketers are no strangers to low conversion rates, tight budgets, and the ongoing quest to create content that both informs and influences. Foundational assets like white papers and infographics still play a critical role in that journey, but even the most informative content often struggles to gain traction.
According to IDC research, 72% of tech marketers say creating original, differentiated thought leadership is a top challenge. Even more cite difficulty connecting that content to real business outcomes. 37% of CMOs say creating a unified, omnichannel customer experience will have the greatest influence on their marketing strategy over the next 12 to 18 months.
It’s not that the content isn’t valuable. It’s that it’s not being seen in the right way, by the right people, at the right moment.
The hidden cost of content that sits still
You invest in building authoritative, data-rich content. But if the only people who see it are those who download the full asset, you’re limiting its reach, and its return.
Today’s marketing leaders are rethinking how they activate content. They aren’t replacing white papers, InfoBriefs, or foundational research assets, but amplifying them with visual formats that scale attention, spark engagement, and lead audiences back to the deeper story.
That might mean turning key insights into short-form video narratives or extracting the most compelling stats into modular social tiles that spark curiosity and direct traffic back to the full story.
The goal isn’t simplification. It’s strategic amplification with visual storytelling.
Today’s buyer journey is social, visual, and fast
IDC’s global buyer research confirms what many B2B marketers already feel: decision-makers are consuming more content across more formats, and they expect relevance within seconds.
That means:
- Visual-first content that leads with a bold and clear message
- Formats optimized for feeds, not files
- Thought leadership that feels human, timely, and on-message
- A content ecosystem where each asset earns its next audience
Think of it as a launchpad, not a shortcut
A well-crafted white paper still delivers depth. A research spotlight still builds credibility. What’s changed is how those assets drive pipeline activation.
Marketers are seeing success by creating lightweight, high-velocity companion content that brings buyers into the story, and makes it easier for sales, field marketing, and comms teams to extend its impact.
It’s not about doing more. It’s about making what you already do work harder to drive the engagement you need.
Get more from every message
At IDC, we help marketing teams elevate their core content with formats built for the channels where attention lives. Our Video Portfolio and Infographic Social Tiles are designed to extend the reach, resonance, and ROI of foundational thought leadership assets.
When your content is backed by data, delivered by experts, and formatted for how buyers actually consume, it doesn’t just inform. It moves.
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