Infographic: B2B Content Impacts Customer Thinking & Buying Decisions

As the saying goes, content is king. This rings loud and clear for online B2B content. Developing engaging content is more important than ever to reach your prospects and is an essential element of lead generation.

According to a recent report released by the Chief Marketing Officer (CMO) Council, 87 percent of B2B buyers say online content has a major or moderate impact on vendor selection. Of those surveyed, 28 percent share valued content with more than 100 colleagues, with email being the most used method for sharing online content.

The study also showed B2B buyers value the following sources of online content when researching products and services: professional associations and online communities (47%); industry organizations and groups (46%); online trade publications (41%); seminars and workshops (41%); and trade shows (35%).

The report, “Better Lead Yield in the Content Marketing Field”, is based on a survey of more than 400 B2B content seekers. An infographic inspired by the survey highlights key findings including:

  • Peer-powered content is more valued and trusted
  • Engaging content and accessibility are important to B2B buyers
  • Overly promotional content and too many requirements to view or download will decrease engagement



With business buyers ranking vendor content poorly, it’s important for marketers to develop engaging, valuable and trustworthy content. Interested in learning more? We invite you to read our April newsletter to learn more about lead generation and how your current content marketing strategy fits in.

What type of B2B content do you find most valuable for you or your business? Do you agree with the report’s findings? 

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