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B2B content marketers are intent on pushing their products/services in content pieces, whereas their audience is looking for substantive ideas, according to a recent report from the Economist Group and peppercomm.

The report was based on data from poll of 500 global business executives who were asked about what they look for in content, and 500 global marketers who were asked about how they're building their content strategy.

Some 75% of executives say their primary purpose for seeking out content is to find ideas, the survey found. However, 93% of marketers say the intent of their content is to directly promote products/services.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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

Twitter: @ayaznanji