2018 Content Preferences Survey Report

 Blogs, Podcasts Gain Interest As B2B Buyers Look To Trustworthy Sources For Credible Content That Proves Value

The results are in! Demand Gen Report’s 2018 Content Preferences Survey revealed that buyers are becoming more discerning and selective in the content they decide to consume. A majority (88%) agree that content producers need to focus less on product specifics and more on the value that can be brought to their business.

This survey report takes a deep look at the channels, formats and other features B2B buyers prefer from the content they consume, as well as the research solutions and services that can better their business. Some highlights include:

  • 49% of B2B buyers said they now rely more on content to research and make purchase decisions;
  • 64% said they prefer podcasts at the top of the funnel, while 48% said webinars were valuable to them in the mid-stage of their buying journey; and
  • 66% of B2B buyers strongly agree that companies should make it easier to access their content.


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