Harnessing B2B Content to Drive Purchases: Unpacking A Netline Report

David Frankle
May 24, 2023
min read

Are you maximizing the potential of B2B content to influence purchase decisions?

This blog post delves into the key findings from a 2023 Netline report titled "A 2023 Report Proves B2B Content Drives Purchases: Here’s What B2B Customers Want To See."

We'll distill the main points from the original report into a concise and engaging summary, focusing on how sharing valuable and useful content can drive sales.

  1. B2B Content Consumption and Purchase Decisions: The report, based on data from 38,000 B2B professionals, establishes a direct correlation between B2B content consumption and purchase decisions. The more B2B content your audience consumes, the more likely they are to make a purchase decision. This underscores the importance of sharing valuable content that meets the needs of your audience.
  2. Growth in B2B Content Consumption: Despite concerns about content overload, the demand for B2B content continues to grow. Consumption was up by 18.8% in 2022. The most consumed content formats included e-books, guides, white papers, and cheat sheets. This suggests that providing useful and informative content in these formats can help drive sales.
  3. Content Formats and Purchase Intent: The choice of content format can signal a user's readiness to buy. Formats associated with immediate buying decisions include software trials, survey reports, best practices, special reports, how-to guides, white papers, and webinars (live and on-demand). Sharing content in these formats can help nudge potential customers towards making a purchase.
  4. The Consumption Gap: The consumption gap, or the time between when content is requested and when it's consumed, decreased significantly in 2022. This suggests that users are eager to consume content and may be more receptive to marketing messages. Providing timely and relevant content can therefore help accelerate the sales process.
  5. Small Business Interest: Interest in B2B content among businesses with 100 employees or less surged, with a 96% increase in content requests in 2022 compared to 2021. This presents a unique opportunity for B2B marketers to target this growing segment by sharing content that addresses their specific needs and challenges.

The 2023 report underscores the pivotal role of B2B content in driving purchase decisions. As we move forward, it's crucial for B2B marketers to focus on creating high-quality, relevant content that resonates with their audience.

By sharing valuable and useful content, you can not only engage your audience but also drive sales.

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