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What Sort Of Content Do Your Prospects Respond To?

The CMO Council is great source of marketing insight for B2B marketers. Recently I came across some research outlining  how B2B content impacts Thinking and Buying Decisions.The research wasbased on a survey of 400 B2B content seekers from around the world.

 

Here’s some of the highlights…

  • 87% say online content has an impact on vendor selection.
  • 67% say report and papers are amoungst most rusted content
  • 28% of content is shared to over 100 people

The research goes on to outline the top 5 dislikes for B2B content.

  1. Too many requirements for downloading (i.e. registration forms)
  2. Blatanly promotional (i.e. non substantive)
  3. Uninformed content
  4. Overtly technical.

It’s worth noting the most valued charateristics most valued in B2B content

47 % – Breadth and depth of information

44% – Ease of access, understanding and readability

39% – Originality of thinking and ideas

Get the full report here

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