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B2B Buyers' Favorite Content Types and Channels

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The content B2B buyers say they want from vendors differs from the content salespeople and marketers believe is most effective, according to a recent report from LinkedIn.

The report was based on data from a survey of more than 6,000 B2B buyers, marketers, and salespeople in Australia, Canada, France, Germany, India, the United Kingdom, and the United States.

B2B buyers highly value detailed product information, and they often want to dive deeply into technical details when evaluating vendors, the analysis found.

Some 35% of B2B buyers surveyed say information about product features and functions is the content they value most from vendors; in contrast, just 24% of marketers say this is the most important content type.

Similarly, 31% of B2B buyers say they find product demo content highly effective, but only 18% of B2B marketers say the same.


B2B buyers' use of content channels changes significantly as they move through the buying process, the analysis found.

During the awareness phase, more than two-thirds of B2B buyers say they turn to search and social media to learn more about vendors; as companies dive more deeply into evaluating and choosing products, internal information-sharing becomes the primary content channel.

About the research: The report was based on data from a survey of more than 6,000 B2B buyers, marketers, and salespeople in Australia, Canada, France, Germany, India, the United Kingdom, and the United States.


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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

Twitter: @ayaznanji

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