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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