For a long time, B2B marketers have relied on white papers to disseminate substantive information. They'll be happy to know that, despite the growth of social media and other online sources, white papers are still highly valued.
A B2B content marketing survey report issued by Eccolo Media asked key technology buyers (senior executives and engineers) what kind of content they rely on the most. Respondents reported they read the same number of emails as white papers, but they said that white papers were significantly more influential in making a purchase decision (33 percent for white papers vs. 15 percent for emails). In fact, white papers were second only to product brochures and data sheets in terms of their purchase influence. Case studies/success studies were a close third.
The survey also revealed a point of caution for B2B marketers: It found that most buyers consume only 2 to 5 forms of content prior to making a buying decision. Eccolo Media concluded that "The more content we produce, the more likely it is to fail. Marketers have been good at producing large volumes of content, but not quality content and not the right types of content."
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