Which content types do B2B tech buyers value the most?

By Nicole Miskelly | 20 January 2015

A recent report from Eccolo Media has named product brochures as the most frequently consumed and highly valued content types by B2B technology buyers. The Eccolo Media 2015 B2B Technology Content Survey Report is based on data from a survey of over 100 people responsible for making (67 per cent) or influencing (33 per cent) B2B technology buying decisions.

57 per cent of the respondents said they have looked at product brochures or data sheets, from b2b technology vendors in the past six months which showed the highest engagement with any content type. According to the report, which asked technology buyers, from engineers to c-suite, how much content they consume and what they pay the most attention to, nearly half of B2B tech buyers make a decision after consuming only 2-5 content assets.

The results of the survey show that other commonly consumed content types include: emails from vendors, white papers, case studies/success stories and competitive vendor worksheets. The least consumed content types were found to be eBooks and podcasts with only 24 per cent looking at these before making a buying decision.

52 per cent said they consume both white papers and emails from vendors, however, white papers were ranked as being more influential on the purchasing decision-making process.

Product brochures were also considered the most influential content type among decision makers with 39% ranking them among the top five along with white papers (33%), case studies/success stories (31%), detailed technology guides (23%) and competitive vendor worksheets (22%).

According to Eccolo, marketers are good at producing lots of content, but not all of it is quality content. They also said that content is also just as important after the purchase. Around 80 per cent of respondents said that it is important to receive content after they have bought a product.


By Nicole Miskelly, bobsguide Lead Journalist


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