2018内容偏好调查报告（英文版）_14页_518kb

B2B Content Consumption Trends Summary

Core Content Overview

The 2018 Content Preferences Survey highlights evolving B2B buyer behavior in content consumption, emphasizing a shift toward credibility, accessibility, and value-driven formats. Buyers are increasingly selective, demanding content that is both relevant and easy to access, often consuming it on mobile devices.

Key Findings

• 65% of B2B content consumers strongly agree they prefer credible content from industry influencers.
• 49% of B2B buyers rely more on content to research and make purchase decisions.
• 64% prefer podcasts at the top of the funnel, while 48% find webinars valuable in the mid-stage of their buying journey.
• 71% of buyers consumed blog content during the purchase process, up from 66% last year.
• 84% access business-related content on smartphones, highlighting the need for mobile-friendly content.
• 66% of buyers strongly agree that companies should make content easier to access, such as through fewer form fields or single-click options.
• 75% of respondents are willing to share more information to receive webinar content.
• Case studies remain the top preferred content format, with 79% of respondents consuming them in the past year.
• Third-party/analyst reports (69%) and white papers (71%) are also highly preferred.
• 40% of buyers consume between three and five pieces of content before engaging with a salesperson.

Content Preferences by Stage

Recommendations for B2B Vendors

• 52% recommend bundling relevant content to expedite the research phase.
• 65% suggest improving content accessibility (e.g., fewer form fields, single-click registration).
• 41% recommend more mobile-friendly content.
• 75% want more data and research support.
• 63% desire more benchmarking data.
• 62% appreciate insight from industry thought leaders/analysts.
• 40% want easier sharing options.

Preferred Content Sharing Channels

• Email (70%) and LinkedIn (52%) remain the top channels for content sharing.
• Facebook saw notable growth, with 38% of respondents sharing content occasionally or frequently.

Credibility Preferences

• 64% of respondents give more credence to peer reviews, user-generated feedback, and third-party publications/analysts.
• 54% occasionally give credence to vendor-created content, showing that brand content still holds value.

Content Organization Preferences

Buyers prefer content organized by:

• Specific verticals within industries (46%)
• Size of the organization (18%)
• Location or geographic region (14%)

Survey Details

• Survey Period: Q1 2018
• Respondents: 168 B2B marketing and sales professionals
• C-Level Positions: 18%
• VP-Level Positions: 17%
• Director/Manager-Level Positions: 53% (26% + 29%)
• Top Industries:
  • Business Services/Consulting (32%)
  • Software/Technology (25%)
  • Tech/Enterprise IT (12%)
  • Manufacturing (7%)
  • Healthcare (4%)
  • Financial Services (4%)
• Company Revenue: 38% work for companies with $50 million or more in annual revenue.

Conclusion

B2B buyers are becoming more discerning and time-conscious, favoring short-form, ungated, and mobile-friendly content that provides value and insight. Vendors must focus on credibility, accessibility, and relevance when creating and organizing content. Bundling content by business needs, pain points, and topics is highly recommended to support the buyer journey effectively.