B2B content marketers are constantly producing new assets to resonate with their target audience. However, new research shows that eBooks may be the key to reeling in new prospects and customers.
NetLine recently released its “2020 State of B2B Content Consumption and Demand Report for Marketers,” and the data showed that the eBook was the top type of content requested for B2B content marketing. This was followed by the white paper, guide, eGuide, and tips and tricks guide.
The authors of the report note that eBooks, white papers and guides all have their own unique set of differentiators and use cases. In particular, eBooks can be utilized to present anything a business wants to feature, making them useful for both B2B content marketers and their target audience.
The Customer Consumption of Marketing Content
Although eBooks may be a critical form of B2B marketing content, previous research suggests that customers and prospects are still engaging with a wide array of assets across the board.
FocusVision surveyed 243 marketers to understand the role and types of content used during the buyer’s journey. Data showed that on average, customers consume 13 assets from their prospective vendor, compared to just five pieces of content from third-party sources. This indicates that customers and prospects are still heavily engaging with B2B marketing content as a whole.
Most respondents (67%) said that the most useful type of content to them provides product specifications and functionality information. This was followed by product comparisons (65%) and product success stories (60%).