Content Buyers Trust. Campaigns That Convert.
Your buyers are filtering out vendor content and relying more on AI to make purchase decisions. IDC gives you the analyst-led, research-backed content that breaks through — connected across every stage of the buyer journey.
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61% drop in organic click-through rates since mid-2024
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79% of B2B buyers now rely more on AI than salespeople to make purchase decisions
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33% of B2B tech buyers discover new vendors through analyst reviews and recommendations
Build content that earns trust —and campaigns that drive results.
Our team works with you to connect the right analyst-led content to the right buyer at the right stage — building campaigns grounded in IDC research that your audience is already looking for.
We help you:
- Develop compelling, analyst-led content that engages buyers at every stage of the journey
- Drive traffic, qualified leads, and pipeline with independent, research-backed assets
- Stand out in a crowded market with content that carries the credibility of IDC’s worldwide market intelligence
Why IDC Content Marketing Services:
Buyers don’t trust vendor content. They trust independent, analyst-led insight from sources with no stake in the sale.
Since 1964, IDC has been the premier global provider of market intelligence for the technology industry. Every piece of content is developed with a named IDC analyst, grounded in published research, and vendor-neutral by design — which is exactly why buyers engage with it, share it, and act on it.
- Analyst-led — every asset developed with a named IDC analyst, not a ghostwriter
- Research-backed — grounded in published IDC data, not vendor talking points
- Vendor-neutral — independent by design, which is why buyers trust it
- Full-journey — formats built for every stage from awareness through decision
- Fast to market — add-ons available in as little as 2–3 weeks
The right content at every stage of the buyer journey.
Every piece of content you produce should have a clear home in the buyer journey — and a clear path to the next stage.
The right content when your buyers are looking for it during their exploration stage
Your buyers are researching trends and building internal awareness — before they ever talk to a vendor. Analyst reviews and recommendations rank among the top discovery channels for B2B tech buyers. Be the source they find first.
Blogs
Feature trusted IDC expertise through analyst guest posts that cover market shifts, tech trends, and timely insights while building credibility, driving traffic, and generating leads.
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Videos
Engage audiences with dynamic IDC-led videos, from quick social clips to in-depth analyst conversations, that build authority and turn attention into action.
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Infographics
Turn complex research into clear, compelling visuals. IDC infographics simplify key trends into shareable formats that inform, engage, and resonate.
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Analyst connections
Spark interest with concise analyst Q&A content that highlights emerging trends and big-picture insights at the top of the funnel.
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Analyst briefs
Deliver sharp, research-backed perspectives on timely market and technology trends, designed to spark early engagement and smarter conversations.
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Tailored content, with market insights, for buyers evaluating your product
Buyers shortlisting solutions prioritize evidence-based value examples (39%) and third-party validation (26%) over anything vendor-led. IDC’s analyst-led content gives them the independent proof they need to move forward with confidence.
Spotlight Papers
Blend IDC analyst insight on key business, tech, or industry challenges with a clear view of your solution. Help buyers understand their obstacles and see how you address them with authority and credibility.
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InfoBriefs
Visually driven and grounded in IDC research, InfoBriefs highlight key market or technology trends with concise analyst perspective. They turn complex data into clear, actionable insight for decision-makers.
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Customer Case Studies
IDC-written stories that show how real customers overcame real challenges. These case studies demonstrate your solution’s impact and build buyer confidence to take the next step.
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Deep customer insights for impactful content that drives meaningful action
At the final stage, buyers need ROI, peer proof, and CFO-ready evidence — not feature sheets. IDC’s BOFU content is built to arm your buyer internally and accelerate the decision.
White Papers
Based on user interviews and analyst research, these papers make a strong, credible case for your solution’s ROI. They showcase cost savings, KPI improvements, and customer proof points in one asset.
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Business Value Snapshot Tools
Interactive, web-based calculators built on IDC research. Buyers can quickly see ROI and business impact, enabling informed, outcome-focused discussions.
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Buyer Guide Conversations
Sales-ready guides powered by IDC insight into buyer needs and pain points. They strengthen value propositions and equip reps with clear talking points to engage and close faster.
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Licensed and customized content formats
IDC’s analyst-led content is built to earn buyer trust at every stage of the journey — from first touch to final decision. License existing IDC research for speed to market, or work with our team to develop custom assets that connect your brand to the insights your buyers are already looking for.
See what trusted content looks like
Explore real client examples across formats, industries, and buyer stages — and see how leading tech brands are using IDC analyst-led content to build credibility, drive engagement, and convert pipeline.
Get more from every IDC asset
Your content investment doesn’t have to stop at one asset. IDC’s add-on portfolio lets you extend the reach, life, and impact of your primary content — fast.
- Drive more traffic (2–4 weeks): Summary Blog, Social Tiles, Summary Video, Summary Infographic, Summary Info Snapshot
- Digitize and analyze (1–2 weeks): Digital Paper — web-ready, responsive, trackable with lead capture and CRM integration
- Expand your audience: Translation and Localization — IDC in-country analyst review for accurate, market-ready translation Partner Licensing — extend your asset to channel partners, OEMs, and VARs
- Extend your license: Get a license extension for 12 to 18 more months in market. Content Refresh — updated insights and a fresh 12-month license
Your buyers are tuning out vendor content.
B2B marketing leaders are asking harder questions. Download a one-page overview that shows how IDC Content Marketing Services delivers analyst-led, research-backed content that earns buyer trust — and activates it across the full buyer journey.
See why leading tech brands are choosing IDC to stand out and convert pipeline.