The report was based on data from a survey of 1,201 businesspeople in the United States who work for firms in a wide rage of industries.
Some 89% of buyers (respondents who are responsible for purchase decisions) say thought-leadership content increases their awareness of sellers, 45% say it has led them to invite an organization to bid on a project when not previously considering that vendor, 58% say it has led them to award business to an organization, 58% say it has enabled an organization to command a premium price, and 59% say it has led to the purchase of additional products or services.
On the other hand, 59% of sellers say thought-leadership content increases awareness, 17% say it increases consideration, 26% say it drives purchases, 14% say it enables premium pricing, and 29% say it makes cross-selling easier.
Only 18% of respondents who are responsible for purchase decisions say the thought-leadership content they encounter from vendors is generally excellent or very good.
That's compared with 25% of producers of thought-leadership content who say pieces are generally excellent or very good.
About the research: The report was based on data from a survey of 1,201 business people in the United States who work for firms in a wide-rage of different industries.
Continue reading "What B2B Firms Get Wrong About Thought-Leadership Content" ... Read the full article
Subscribe today...it's free!
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may like these other MarketingProfs articles related to Content: