Content is nothing if you don’t consider your audience. Unfortunately, most of the time, marketing teams rely on guesswork, generics, and outdated information.
That’s why we surveyed 161 B2B tech buyers from the UK, EU and US to really understand what they want from content marketing. The good news is we’ve distilled it into a ridiculously beautiful report.
The even better news is that I’ll share with you five key takeaways about the types of content B2B buyers are looking for. Stop guessing and start creating content that tech decision makers really want.
1. Videos
In our previous survey, case studies were the most helpful type of content for B2B buyers when considering a purchase.
However, this year they have been usurped by video (55%), followed closely by webinars (54%).
This result isn’t a huge surprise, video has been consistently rising and rising on the content marketing charts over the past few years. And, thanks to the democratization of tools, it’s easier than ever to create videos for any business, whether it’s to engage viewers with a TikTok B2B campaign or to engage an audience fakes at trade shows.
2. Third-party objective assessment
66% of B22 buyers consider independent reviews to be the most trusted source of content.
In our previous survey, most buyers prefer user-generated and peer-reviewed reviews. These still have their role in the marketing mix, but they don’t tend to provide the technical detail and depth that buyers need. Therefore, it is not surprising to see this shift towards more authoritative sources.
3. Blog
The humble blog may not impress B2B buyers as much as a video, but it still deserves praise.
Indeed, blogs top the list of content that B2B buyers are most likely to share. 43% of shoppers would be most likely to share a blog, and this number increased most significantly in the US, where 61% of respondents would share. And of course, you want content that B2B decision makers will share. It’s a surefire sign that they’re engaging with what you’re creating and engaging others in the discussion.
4. Easy to understand content
I’ll say it louder to those in the back: “Buyers want easy-to-understand content.”
Regardless of the format of your content, whether it’s a podcast, webinar, or whitepaper, get rid of the jargon. 71% of B2B buyers in the U.S. appreciate documentation that can be easily understood across the organization.
5. Content understands their weaknesses
What makes content memorable? According to our respondents, it’s the content that brings them
No surprise here, no one likes vague and generic content unrelated to their subject matter. And yet, too many companies still fall into the trap of doing it just to be “universal.” Unfortunately, the more you try to talk to people, the more you end up talking to no one.
