Moreover, B2B buyers say content discovered on social networks will likely have more influence on their purchasing decisions than directly accessed editorial or vendor content in the future.
Today, editorial content has the biggest influence in making IT investment decisions (35% of buyers give it the most weight), followed by vendor content (34%), and then social content (31%). In two years, buyers believe, content found on social networks will move ahead of both editorial and vendor content in terms of importance (37% say it will have the most weight).
Below, additional key findings from the report, which was based on data from a survey of 400 B2B buyers responsible for IT purchasing decisions.
Types of Content
- Survey respondents say they use social networks across all buying stages, but most during the initial research phase.
- 89% of buyers say vendor-provided educational content is acceptable on social networks, and 64% say promotional content is acceptable.
- Buyers are most interested in seeing links to informational content on social networks, such as reviews and comparisons.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji