2015 Content Preferences Survey: Buyers Value Content Packages, Interactive Content
- Published in Research
The content marketing landscape has seen some dramatic changes since our initial Content Preferences Survey in 2012.While white papers and webinars remain among the most popular types of content for engaging prospects, buyers are increasingly relying on infographics, videos and other interactive content, such as ROI calculators and assessments, as they make their buying decisions.
It is no surprise that about two thirds (67%) rely more on content to research and make purchasing decisions than they did a year ago. Buyers are consuming a wider variety of content types depending on where they are in the decision-making process. While webinar may draw in a prospect during the early stages of their research, they want more detailed and industry-specific information as they make their way through the sales funnel.