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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.

Below, additional key findings from the report.

Marketers' Disconnect

The marketers' surveyed show a disconnect between their goals and how they measure success: 85% say their B2B content is intended to build brand, yet 70% measure effectiveness based on leads generated.

What Business Leaders Do (and Don't) Want

Just over two-thirds (67%) of the business leaders surveyed say content that contains unique or timely information improves their perception of a brand.

Some 71% of business leaders say they don't like content that feels more like a sales pitch than valuable information.

Content Habits

Most (85%) of the business leaders surveyed say they prefer text content to audio/video when making business decisions.

Nearly two-thirds (63%) of business leaders say they use online search as a primary tool to find content.

About the research: 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.

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ABOUT THE AUTHOR
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