Some 87% of B2B buyers say online content has a major or moderate impact on vendor preference and selection, according to a recent report by the CMO Council.

The report, which was based on a survey of more than 400 B2B content seekers around the world, also found that valued content is widely shared within buyer organizations. Some 28% of respondents share content with more than 100 colleagues and 59% forward content to more than 25 people.

Below, additional key findings from the report, Better Lead Yield in the Content Marketing Field

Trusted Sources of Content

Research and papers from professional associations were the most valued and trusted type of content, cited by 67% of survey respondents. By comparison, just 9% said vendor white papers were highly valued. Other trusted types of content included papers from industry organizations (50%), customer case studies (48%), analyst reports (44%) and independent product reviews (40%).

Most Valued Content Characteristics

Survey respondents cited breadth and depth of information (47%); ease of access, understanding, and readability (44%); and originality of thinking and ideas (39%) as the most valued characteristics in B2B content.

Most Disliked Content Characteristics

On the other hand, having too many requirements for download (50%), being blatantly promotional and self-serving (43%), and being non-substantive and uninformed (34%) were the most disliked characteristics in B2B content.

For more findings from the report, check out the following infographic:

About the research: The report was based on a survey of 400 B2B content seekers around the world. The survey tapped into NetLine Corporation’s global content syndication network to capture a snapshot of how B2B content consumers source, rank, rate and share content online.

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How B2B Content Impacts Buying Decisions [Infographic]

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image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji