The ROI Experts
Content Mirroring Needs
As far as its approach to targeted content, TechTarget takes the overall IT market and carves it up into categories reflecting real workplace divisions and specializations. “If you look at how IT is organized in mid-sized and larger companies, it’s usually divided up into some standard pillars: servers, storage, applications, application development, security and so on,” explains Mark Schlack, vice president of editorial operations. “We have groups of sites that address all of the major pillars. Within each group, we try to address either different groups of IT people or different technologies used by that IT discipline. That might take the form of a separate site, or newsletter, or just a section of a site.”
Such categories also align with the way IT professionals do research, Strakosch points out.
“One of the things going on in the media space right now is people want very specific, targeted information,” he says. “We have very in-depth content online for people doing in-depth research.”
The needs of IT professionals have changed in recent years, Schlack says. There is less comparing among products being done and more desire for interpretive and analytic information.
“Specs you can get from vendor Web sites,” he notes. “For all IT professionals, the biggest issue is, what’s the future of this technology? No one wants to spend a couple of million dollars on something that’s going to be obsolete in a year.”
IT users want answers to a lot of other questions as well, Schlack notes: What do these products really do? How do they work with other products in my environment? What has been my peers’ experience with them? If I buy them, what are the operational issues?
To fill these needs, TechTarget has positioned itself as the No. 1 purveyor on the Web of independent, peer-to-peer and vendor contacts, according to Strakosch. It is also the largest distributor of white papers in the IT market, and the largest producer of podcasts and webcasts. “In this very targeted arena … if you’re researching which product to buy, every type of information you would want about every major technology product is all on the same Web site.”