Developing compelling content, messaging, and campaigns that engage your target audience and move your prospects and customers along the buying cycle is not a simple task. In another IDC blog post, we discuss the challenges of a hyperaware buyer, with a decreased attention span. It's a time and cost struggle to create the varying content that your buyer is looking for at each stage of their journey.

An effective way of obtaining content for your marketing messaging is by licensing it from a research company. With this method, you obtain digital distribution rights to the research document so you can share it with your target audience in various marketing formats. Licensed content reach can be easily extended if you distribute it across multiple channels, in a variety of media, such as, data graphics, quotes, blogs, animated infographics, short videos and social media posts.