Remember when you were in grade school? Maybe you were the kid who was happiest when the teacher told everyone to sit and read a book. But throughout the classroom there were kids who weren’t into reading; some preferred to learn by listening, either to the teacher during story time or pre-recorded audio. Others learned by looking at pictures or watching video, and some by building models or doing experiments. And the most left-brained kids, the burgeoning scientists, and statisticians? They were all about learning by gathering data and logically digesting it to arrive at a conclusion.
All those kids who had their preferred ways of learning? They’re adults now. Content consuming adults who are part of a group or buying committee—usually comprising six to 10 people—and making buying decisions for companies large and small. The individuals in the group will be there to represent a variety of roles, teams, and locations to ensure the final decision takes into account the unique needs and requirements of Information Technology (IT), Finance, Business Development, Accounting, Operations, Administrative, Marketing, and Engineering teams around the world.
CONTENT PREFERENCES BY LEARNING TYPE
Turns out there are official categories of Learning Types, and significant effort goes into studying them. The studies originally focused on how to help students get the most out of their time in the classroom, but we can parlay that information into effective content marketing.
When it comes to technology buying solutions, four departments hold the most influence. IT leads all other departments with Finance, Engineering, and Business Development following. That doesn’t mean other departments don’t have influence, but tech marketers would be remiss if they neglect to create content that appeals to these four groups.