The ubiquitous phrase “content is king” certainly will ring true in the new year, as the recent B2B Content Preferences survey from Demand Gen Report uncovered that three-fourths of B2B marketers are using more content than they did a year ago.
But, B2B buyers are searching beyond traditional standbys such as whitepapers and webinars, to a new crop of content formats that are quicker and easier to digest in our fast-paced business world.
Illustrating this point: The majority of respondents (52%) are using and sharing visually appealing content, such as videos, infographics and interactive presentations at some point in their purchasing decisions.
What’s more, 86% of buyers said they strongly or somewhat agree that they require content optimized for a mobile device, compared with almost 69% in 2013. The survey also revealed that almost 90% of buyers believe that content provided by B2B marketers needs to be more mobile friendly.
Here are some more survey highlights that support this growing trend:
- Use of interactive formats, such as Brainshark and SlideShare, increased in popularity as well — up from roughly 21% in 2013 to 28% in 2014.
- Desktop and laptop PCs certainly still dominate from a content accessing standpoint, as 95% of respondents said they “frequently” access business-related content on those devices.
- Respondents who frequently use mobile phones to access content jumped from 43% in 2013 to 56% in 2014, while frequent tablet users jumped from 31% to 42% during the same time period.
Want to learn more? You can access the full report here.
From all of us at Content4Demand, have a safe, happy and healthy New Year!