Written by: Vickie Sullivan | September 08, 2022
Does Your Content Meet Buyers’ Needs?
Content has become a critical component in today’s buying journey. In fact, 55% of buyers rely more on content to research and make purchasing decisions than they did a year ago, according to the 2022 Content Preferences Survey Report published by ON24.
Not only that, but 62% of B2B buyers say they consume three to seven pieces of content before reaching out to sales. And 11% say they review more than seven pieces.
If you want buyers to read your content and reach out to talk about making a purchase, pay attention to these additional findings from the report:
• Education and research are different activities. When buyers are in education mode, they seek webinars and research/surveys. (Case studies are last on the list of educational content.) But when buyers research things they want to purchase, they pay the most attention to research/survey content (43%), followed by case studies (40%). The takeaway: Buyers want both types, but they need them at different stages of the buying journey.
• Priorities change further down the buying journey. When buyers are in research mode, they like all content formats. But as their assessment continues, proof of impact takes center stage, with user reviews (29%), third-party reports (29%), and ROI calculators (26%) becoming the most important. Translation: Being intriguing is not enough. You must demonstrate your value.
Listen: How to Package Your Impact
A lot of people believe having a consistent stream of insightful content is enough to generate demand. The findings in the report prove that assumption wrong. If you want buyers to reach out, you need more than great ideas. You need next-level content marketing that brands the impact of your work.
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