content consumption survey results: uncovering buyer behaviors, expectations & preferences
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#B2BContentEvent
Content Preferences Survey Results: Uncovering Buyer Behaviors, Expecta=ons & Pa?erns
Amanda F. Ba*sta, Managing Editor
B B
Conference
#B2BContentEvent
Survey Details • Responses from 120 business execu*ves
• C-‐Level and VP-‐Level across various industries, including
Tech/Enterprise; Telecom; Financial Services; Media/Internet; and Manufacturing
• Survey objec=ve: Understand the research paMerns and content preferences (style, design, format) of today’s B2B buyer
#B2BContentEvent
We asked….
What general recommenda=ons would you make to solu=on providers who are
crea=ng content resources about business issues?
#B2BContentEvent
75% said “Curb the
sales messages”
#B2BContentEvent
Take a cue from Carly Simon…
So don’t be vain!
This song is not about you…
#B2BContentEvent
Nix The Company Speak
#B2BContentEvent
Buyer Centricity: not just a buzz phrase!
Prospect & customer communica*on must:
• Supplement • Educate • Enable • Solve
#B2BContentEvent
We asked: “Which of the following types of content do you give
more credence to?”
51% Peer reviews/user generated feedback 33% Authored by a third-‐party publica*on or analyst and sponsored by a vendor 12% Co-‐branded content 4% Directly vendor-‐branded
#B2BContentEvent 60% place a higher emphasis on the
trustworthiness of the source
#B2BContentEvent
How Buyers Ini=ate Product Research
• 81% all buying journeys begin on general web search
• 35% go directly to vendor web sites • 34% go to industry guides and reports • 23% turn to social media
63% “I’m finding and
utilizing more content on the web”
#B2BContentEvent
Content Helps Build Trust • Trust supports buyer confidence; • Confidence supports evangelism; • Evangelism creates buzz;
• Buzz ini*ates business conversa=ons!
#B2BContentEvent
Trust Helps Cul=vate A Role In Social Sharing
#B2BContentEvent
Content Sharing Habits: Channels more frequently used for sharing:
Email (88%)
LinkedIn (53%) Twi?er (39%) Facebook (17%)
*(respondents had the op.on to check all that apply)
#B2BContentEvent
What Content Do Buyers Use To Learn About You?
• White Papers 88% • E-books 50% • Webinars 72% • Blog Posts 63% • Video 44% • Infographics 38%
#B2BContentEvent
C
White Papers & E-‐books:
77% of respondents will share basic info (name, company and email) to
access a white paper
75% of respondents will share basic info to access an e-‐book
#B2BContentEvent
Visual Content Should Be Ungated
74% of respondents expect to access infographics without registra*on
67% expect to access videos
without registra*on
#B2BContentEvent
The Rise Of Mobilized Content
With more business execs opera.ng “on-‐the-‐go” and working past tradi.onal 9-‐to-‐5 hours, mobile devices are being used more
frequently to access content
60%
(mobile devices) vs.
30% (desktop computer)
#B2BContentEvent Buyers Say… Keep It Short & Sweet
Today’s =me-‐starved execu=ves are typically only willing to spend 10 minutes reviewing a piece of content
White Papers: Between 10 and 20 mins. (30%) E-‐books: Between 5 and 10 mins (20%) Infographic: Less than 5 mins. (41%) Case Study: Between 5 and 10 mins. (30%) Video: Between 5 and 10 mins. (39%) Blog Posts: Between 5 and 10 mins. (35%)
#B2BContentEvent
Ac=on Items For Content Planning: 1) Nix the sales speak
2) Focus on building trust 3) Encourage content sharing 4) Consider gated versus ungated
preferences 5) Keep content short and sweet
#B2BContentEvent
Keep an eye out for the full results report, which will be released on
DemandGenReport.com
Let’s Connect! Amanda F. Ba=sta
amanda@demandgenreport.com @AmandaF_Ba*sta
Want To Learn More?
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