How Busy B2B Buyers Want Content

b2bbuyercontentBeing in the content business, we’re always keeping pulse on what buyers want from the content we create for our clients. I recently read a report that drove home one of the biggest considerations for today’s content strategies—B2B buyers want you to get to the point. And fast.

The report I’m referring to is, Time-Starved B2B Buyers Move Toward Shorter, More Targeted Experiences, published by Demand Gen Report and Uberflip. Their survey polled 189 buyers of B2B products, with 1/3 serving the technology/software industry.

The report confirms the demand for content is growing, while attention spans are shrinking. A few key takeaways from the report include:

  • 78% rank case studies as the top content type used for research, as well as the most valuable
  • More than 60% of buyers prefer content organized by business role or industry
  • B2B buyers want more mobile-optimized content
  • Prescriptive content that lays out a formula for success is the most popular
  • Buyers are willing to share basic information in exchange for content, but hesitate to provide details like phone number and budget
78% of #B2B buyers rank case studies #1 content type for research Click To Tweet

How can you make it easier on your buyers?

With no time to waste, consider how you can make your content easily accessible and consumable for buyers.

  • Are you gating too much content and/or asking for too much information?
  • Can your buyers quickly find relevant content by role or industry?
  • Do you have content for each stage of the buying cycle?
  • Are you investing in the right types of content in the right format?

The Case for Case Studies

If you think about it, there’s good reason case studies rank #1 for B2B buyers.

  1. They’re short and engaging
  2. They are often targeted to a specific role/industry
  3. They showcase your expertise from your customer’s perspective (i.e., they trust it)

Case studies are one of the smartest content investments you can make, hands down. If you need help bringing your customer stories to life, contact us for help. We can take care of everything for you and create a traditional 2-page PDF or a modern infographic case study to use across multiple channels—from email campaigns to your blog to social media.

Written by: Michelle Etherton, The Partner Marketing Group

Leave a Reply

Your email address will not be published. Required fields are marked *

Latest Posts
16 Jan 2018

5 Simple LinkedIn Profile Hacks for 2018

Do you want to generate new business from LinkedIn this year? If not, stop reading right now. This post isn’t for you. But if you do want to start getting more leads on LinkedIn, follow these 5 simple hacks below.
Of course there are more than just 5 things you can and should be doing

Latest Posts
03 Jan 2018

9 Creative Content Ideas to Fuel Your Content Engine

Content marketing is more than just blogging and creating an occasional eBook. We’ve written in the past about visual content, but what other types of content and formats can you add to your portfolio to keep your readers engaged and interested? If you’re stuck in a rut, here are some content ideas to get you

Latest Posts
21 Nov 2017

4 Steps to Clean Up Your Online Presence

With many marketers slowing down during November and December due to the holidays, I typically will come up with a year-end blog on things you can do during the slow months. This year, I have decided to focus my year-end advice on ONE topic—cleaning up your online presence.  Specifically, all those profiles you have—directories, LinkedIn

Latest Posts
28 Sep 2017

Can Marketing Ever Please Sales?

As a former marketing manager for Great Plains and Microsoft, back in the day we probably didn’t ask the sales team what type of content they wanted from the marketing department. Maybe we did, but certainly not often enough. Right or wrong, we had our own ideas about what was most effective to (1) generate

Latest Posts
13 Sep 2017

Visual Marketing: Tips & tools to make your content stand out

If people hear a piece of information, after three days they will remember about 10% of it. If you present that information as an image OR pair it with an image, they will remember 65%. Source: BrainRules.
I’ve been reading through a plethora of blogs, articles and eBooks all focused on 2017 marketing trends. I