Marketers consume a large amount of content, but they aren’t the only ones who tap into these marketing resources for research purposes.
To take a deeper look at who consumes marketing content, NetLine recently produced the “2017 State of B2B Marketing Content Consumption and Demand” report. Researchers found that directors represent 32 percent of advertising and promotion content consumption, while managers total 24 percent of the overall volume. Managers also represent 28 percent of branding content consumption.
In terms of consumption amount, marketing directors and vice presidents are 140 percent more likely to request more than one piece of content, compared to other directors and VPs. Professionals working at companies with between one and 999 employees were 20 percent more likely to request more than one piece of content, compared to those at companies with 1,000+ employees.
Over the past 12 months, 31 percent of respondents said they had downloaded content that included the word “marketing” in the title. Approximately 16 percent stated that they had downloaded content with a title including a numeric value, while 15 percent sought out resources that had “how” in the title.
B2B Buyers and Marketing Content Length
Previous research suggests that customers are turning to a particular type of content during the buying process.
The “2017 Content Preferences Survey Report” from DemandGen discovered that 46 percent of B2B buyers, in particular, are shifting toward shorter pieces of content. The researchers of the report believe that this may be because one-third said they have less time to devote to research.
Over the past year, the majority of buyers (78 percent) turned to case studies prior to making B2B purchasing decisions. About 77 percent said the same about white papers.