Insights on #B2B Content Consumption

As a B2B Marketer you probably wonder what, how and why people consume B2B content. I picked up the B2B Content Preferences Survey produced by DemandGen. Their research highlights some critical insights that will help you assess your content marketing strategy. 

Download the full report here


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  1. Email
  2. LinkedIn
  3. Twitter
  4. Facebook

Email dominates as the #1 way people share content. This very personal recommendation and distribution method supports the fact that people place a high value on the trustworthiness of content. Peer to peer shares immediately add trustworthiness to the content. 

Almost equal 2nd are LinkedIn and Twitter. I for one spend most of my social media research time on those two networks and value the connections, discussions and content coming through my timelines. 

Like many people Facebook is left for interactions with close friends, and killing time. 

Also interesting to note that 48% of people said they never share content on Slideshare. Probably reflects that most people would consume embedded slideshare presentations rather than spending time on the platform itself.

Additionally 59% of people said they never share content on Google Plus #ghosttown. 

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Blog posts, White papers and case studies lead as the most shareable content between colleagues. Interestingly 55% of people said they never share podcasts with colleagues so if you're a podcast producer that's something you will want to address. One option could be to give people a memorable URL they can easily write down to encourage more people to share. 

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Trustworthiness of the content sources is valued by 74% of respondents. Establishing authors credibility at the beginning or even before through social engagement, frequently publishing smaller pieces of content to build awareness is important to increasing consumption rates and the sharibility of your content over time.


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Videos, Blog posts, infographics and white papers are predominantly the most widely consumed content formats with people researching B2B purchases. Combined with trustworthy thought leadership and reputation and you're well on your way to building a strong content marketing and lead generation program.

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Peer reviews and user generated feedback tops this category highlighting the importance of social conversations. There are various tactics you can deploy like pull out tweetable quotes and asking people to review and recommend your research reports or white papers. Either way how you design your content will directly impact the quality and quantity of conversations your content generates online. 

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Almost 100% of the time people consume B2B content on a laptop or desktop. BUT with 44% using a smartphone and and 31% using a tablet it's still important to design your content to be consumed and shared across a variety of devices and formats.


My key take aways from this is the value people place on peer recommendations and personally shared content. One could assume from this that content received [email or timeline] from a trusted peer would hold more weight than content received from an email subscription [direct from source]. This highlights the importance of creating trusted social networks, online conversations and prompts [within content] to increase shares, reach and trust in your content.

If you found these insights interesting please share this blog post via email with your colleagues or on Twitter