B2B buyers say customizing content to their specific industry/needs, providing success metrics, and including original research/data are essential qualities for high-value content. Executive roles are 20% more likely to favor original research/data. Vendors websites and professional communities are where B2B buyers find high-value content.
Pavilion and Kickstand conducted a survey to discover what qualities B2B buyers find most impactful. 824 full-time employees in North America and the United Kingdom who have participated in a B2B buying process in the past year were surveyed in August and September, 2023.
The survey results showed that B2B buyers prioritize customized content, success metrics, and original research/data when it comes to finding high-value content. Executives are more likely to prefer content with original research/data. The two places where B2B buyers look for high-value content most often are vendor websites and professional communities.
What Makes Vendor Content 'High Value' for B2B Buyers?
Don't worry ... it's FREE!
For brands that sell products with lifespans that stretch into multiple years, devising a digital marketing content strategy can be difficult. Consider a mix of content from these nine topic areas. Read more.
Discover how AI is transforming product-content orchestration in B2B marketing, blending automation with human creativity for impactful strategies.
Creative professionals say the biggest challenge they face with repurposing content is trying to adapt pieces properly for various platforms, according to recent research.
Discover how a strategic conversion copywriting process maximizes engagement, aligns messaging, and boosts marketing campaign ROI. Refine your process for success. Read more.
Google's updated SEO policies challenge marketers to prioritize quality over quantity in AI-generated content. Learn how to adapt. Read more.
B2B buyers say they're most likely to share vendor content that analyzes data related to their specific industry or role, according to recent research.