How do your buyers engage with your content?
Very few buyers will reach out to prospective partners after seeing just one piece of content. But how much content does it actually take? And where do buyers like to get it from? What type of content works best? Trying to figure this out can be challenging.
Our survey of 161 tech B2B buyers from the UK, EU, and USA gets into the nitty gritty of what they want from content marketing.
Below are three key stats to take with you on how exactly buyers are engaging with content.
Most buyers consume three to five pieces of content before contacting a brand
58% of B2B buyers stated that they consume at least three to five pieces of content before they contact a supplier, with the average being 4.5 pieces.
Buyers want to spend as much time as it takes doing research, but they aren’t going to spend hours and hours reading everything the internet has to offer.
63% go directly to a company’s website to keep up with content
A company’s most popular channel of information is its website. 63% of respondents keep up with relevant content by going directly to the company website.
This doesn’t mean that other channels should be neglected. Between 42-44% stay up to date through newsletters, consumer reports, and social media. Having a broad reach in content is still vital.
68% of B2B buyers use content to learn more about the technology
Most B2B decision makers use content to learn about the technology, the industry landscape, and other educational aspects.
To stand out in the market, you therefore need to position yourself as the go-to expert in your field to your prospects, whether that’s through whitepapers, webinars, or helpful TikTok videos.
Want to know more?
Download our 2022 content marketing report to get more insights from B2B buyers, including how they engage with content and how it affects their buying decisions.