What Content Do B2B Buyers Crave?
The pandemic has driven an insatiable need for high-value content among B2B product and service buyers. According to a new study, 55% of buyers said they now rely more on content to research and make purchasing decisions than they did one year ago.1
Driving home this trend was the fact that 62% of the buyers surveyed said they engage with three to seven pieces of content before connecting with a salesperson. Of the most popular content formats, two thirds of the buyers polled said they had engaged with webinars over the past 12 months — a significant increase from last year. Other popular formats included E-books (56%), research/survey reports (55%) blogs (54%), white papers (52%), and case studies (49%).
The study reported that most buyers typically spend between 5 to 30 minutes reviewing nearly all content formats. The exception was webinars where 72% said they are willing to invest 30 to over 60 minutes.
In terms of presentation, respondents said vendors should organize content on their websites by issue/pain point (52%), topic (51%), and industry/vertical (46%) versus the traditional content format classification (18%).
Among content-sharing platforms, LinkedIn was the most popular for sending relevant content to colleagues or other members of the buying committee. Email was a close second
When asked about the key drivers for sharing content, respondents said content:
- Should include relevant/shareable links that can be shared immediately (48%)
- Must be packed with shareable stats and quick-hitting insights (42%)
- Should tell a strong story that resonates with the buying committee (41%)
It’s no surprise that B2B buyers crave high-quality, easy-to-access content that is backed by data and filled with quick-hitting insights. Our experience aligns with the study’s results that show webinars as one of the most popular content formats. Good-quality technical and scientific content continues to be the fuel that powers demand generation and lead nurturing. More importantly, research has shown that content has become a key factor in selecting a B2B or life science supplier. 80% of the respondents indicated a vendor’s content had a positive, significant impact on their buying decisions.2
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1 2022 Content Preferences Survey Report, DemandGen, March 2022.
2 Source: 2021 B2B Buyers Survey Report, DemandGen, June 2021.