Since content development is becoming more and more important for businesses, we wanted to point out which types of content are most important to focus on. This report surveyed 100 people who are responsible for influencing or making B2B technology buying decisions.
The section of the infographic above charts the most influential content assets that helped in decision making. Product brochures or data sheets were the most influential with 39%. White papers and case studies or success stories were also very influential in making decisions.
Popular Content Assets
The first graph showed the types of content that ultimately influenced decisions. However, it is still important to look at the types of content consumed. Product brochures and data sheets are still the most popular across the board, but email jumps ahead and should not be ignored when you are creating content sources. The infographic “What Content Has the Most Clout?” was created by Eccolo Media and they explain how it is important to build content that covers both consumptions and influence with your target audience. The infographic also points out how important the quality of that content is because 2 to 5 collateral assets are consumed on average before they are ready to make a purchase. It is important to focus on what your audience responds to with conversions, not engagement.
Infographic Photo Credit: http://www.marketingprofs.com/charts/2015/26839/content-types-valued-most-by-b2b-tech-buyers?adref=nlt011915
