{"id":117939,"date":"2018-07-10T15:00:09","date_gmt":"2018-07-10T14:00:09","guid":{"rendered":"https:\/\/www.smartinsights.com\/?p=117939"},"modified":"2018-07-10T15:13:53","modified_gmt":"2018-07-10T14:13:53","slug":"b2b-buyer-journey-and-content-preferences-2018","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/b2b-digital-marketing\/b2b-strategy\/b2b-buyer-journey-and-content-preferences-2018\/","title":{"rendered":"B2B buyer journey and content preferences 2018"},"content":{"rendered":"

\u201cBuyers are becoming more discerning and selective in the content they decide to consume\u201d<\/span><\/h2>\n

As B2B purchases become more complex, it\u2019s important to take a look at some of the latest B2B buyer trends in the market. Buyers are becoming more selective in terms of the content they consume, to make their buying decision. <\/span><\/p>\n

While B2B buyers continue to rely on trustworthy and credible sources, expert opinions and their peers to inform and educate themselves, their content preferences keep fluctuating over time, with various new content formats being introduced into the market. According to <\/span>Demand Gen Report<\/span><\/a>\u2019s annual survey on content preferences, B2B buyers are \u201cbecoming more discerning and selective in the content they decide to consume\u201d. <\/span><\/p>\n

Majority of the respondents (88%) said that content producers need to focus less on content around product specifics and more on the value that can be brought to the business. Around 75% of the respondents agreed that content producers should use more research and statistical data to support the claims made in their content. <\/span><\/p>\n

The key outtakes from the survey also highlighted that blog posts were cited as one of the most consumed content types, with 71% of respondents stating that they regularly read blog posts while on their buying journey.<\/span><\/p>\n

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As a lot of marketers would say, there is now an information overload online. With so many different types of content available, it\u2019s vital to know where each of them fit on a buyer\u2019s decision making journey, integrated with the <\/span>marketing funnel<\/span><\/a>. And that is exactly what the result from the content preference survey shows us. The survey was answered by around 170 B2B marketing representatives, in senior positions, across multiple verticals, possessing more of the decision maker powers. <\/span><\/p>\n

The survey results also showed:<\/p>\n