2022 Content Preferences Survey: B2B Buyers Crave Concise, Research-Based Content To Inform Purchasing Process

While content has always been an important part of a strong marketing strategy, it became invaluable during the pandemic. Amidst stay-at-home orders and canceled events, B2B buyers became reliant on online content to stay connected and research potential purchases — and it's a trend that's here to stay.

According to new research, 55% of buyers said they now rely more on content to research and make purchasing decisions than they did a year ago. But digital channels are growing more crowded each day and breaking through the noise requires an adept content strategy carefully crafted with buyer needs and preferences in mind.

The "2022 Content Preferences Survey Report" explores how the content consumption and engagement practices of B2B buyers have evolved over the past year, including the growing demand for webinars and research-based content. Specific topics of discussion include:

• The most valuable content formats to B2B buyers in the early, mid and late stages of the purchasing process;
• The time buyers spend on reviewing content;
• Key criteria that makes content memorable and triggers buyers to take a sales call; and
• The top drivers to creating shareable content and the platforms buyers share them on.