The report was based on data from a survey of 189 buyers of B2B products and services.
One-third of respondents work in the technology/software industry, and 28% in the business services/consulting industry. More than half of respondents (52%) hold C-level, VP-level, or director-level positions at their companies.
Some 72% of B2B buyers say they have been placing a higher emphasis on the trustworthiness of content sources over the past year; 52% say they have been increasingly preferring mobile-optimized content; and 46% say they've been preferring shorter format pieces.
Half of buyers say they rely on content to help make purchasing decisions at about the same level as they did a year ago; 47% say they rely on content more; and 3% say they rely on content less.
Some 76% of respondents say B2B vendor content would be better if it incorporated more data/research; 74% say it would be better if it were less sales-focused.
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