B2B marketing should focus more on building relationships through trustworthy content and less on sales messaging

B2B organisations should focus more on the value of their offering and less on product specifications when they run content marketing campaigns. That’s according to a new Content Preferences Survey conducted by DemandGen, an e-media publication which specialises in B2B sales strategies and solutions.

As Contented Marketer recently reported, more than 90% of B2B purchase decisions are now triggered by exposure to some form of content marketing. DemandGen’s latest study set out to examine the shifting content preferences of B2B buyers.

The survey found that 75% of respondents wanted B2B solution providers to “curb the sales messaging” in their content.

Other key findings included:

MESSAGING: 55% of respondents said providers should focus less on product details and more on making sure sales prospects understand the value of the product to their businesses, rather than resorting to “obtrusive, ineffective sales speak”.

SHARING: While email is the primary sharing mechanism, the survey found that more than half (53%) of the executives surveyed now share content using LinkedIn.

FORMATS: 88% of respondents pointed to white papers as their top form of content for researching a business topic or solution. Visual formats – such as webinars (72%), videos (44%), and infographics (38%) – were also cited as emerging formats for research.

TECHNOLOGY: Nearly half of the respondents (40%) said they now access content via their mobile phone more often than they used to, while 23% now use a tablet device for research.

“This survey illuminated interesting trends in the world of content marketing,” said Amanda Batista, author of the Content Preferences Survey and managing editor of DemandGen Report. “Solution providers, now more than ever, need to demonstrate a clear understanding of their prospects’ challenges, market trends and objectives.

“They also need to cultivate a greater role in content sharing by providing trustworthy content that establishes relationships with prospects.”

She added: “Research shows that nine in ten buyers now connect with a solution provider via some form of content, regardless of company size or industry, and navigating this trend is an evolving process.” 

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CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

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