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Prospective buyers of B2B products and services find content to be most useful during the decision-making process, when it speaks to their needs/pain points, provides specifications, and is educational rather than promotional, according to recent research from Content Marketing Institute and SmartBrief.

The report was based on data from a survey of 1,200 business leaders in 18 verticals who are involved in purchasing decisions for their organizations.

Some 62% of respondents say they find content to be useful during the evaluation process when it speaks to their specific needs/pain points.

More than half—57%—find content useful when it provides specifications about products/services, and 43% say they value content when content is more educational than promotional.

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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