2021 Content Preferences Survey: Buying Committees Look For Visual, Research/Influencer-Backed Content Experiences That Tell A Valuable Story

Content is even more critical in our digital-first world. When we conducted our 2020 Content Preferences Survey in February of last year, the world was not prepared for what was to come in the months ahead. Now, a year into a pandemic that rocked our personal and professional lives, B2B organizations have pivoted to virtual engagement and digital content strategies to connect with buyers, prospects and customers amid social distancing mandates.

When asked if they rely more or less on content to research and make B2B purchase decisions, 62% of respondents to our 2021 Content Preferences Study checked the “more” box, and just 27% stated their habits stayed the same. Many pointed to “practical” content, such as case studies, and visual content, such as webinars, to guide their buying decisions, citing a higher emphasis on the trustworthiness of the source.

In the following report, we will examine how buyers’ content priorities shifted throughout 2020 and provide a deep dive into the survey results to get a clear picture of what they are looking for when researching purchase decisions in the virtual world.

Specifically, we’ll reveal:

  • The top content formats helping buyers self-navigate through their B2B purchasing journey;
  • Key drivers that enable buyers to share content and take a sales call;
  • The types of content that resonate within every stage of the buyer’s journey (early, mid, late);
  • Tips on how to best organize content for buyers; and
  • Recommendations on how to improve the quality of content to better cater to buyers’ needs.

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