Content marketing plays a crucial role in turning a prospect into a buyer. Buyers at business-to-business companies today have more access to information than ever before. They research content on multiple platforms throughout each stage of the decision-making process, and brands that can provide B2B buyers with the data information they require when they need it are most likely to succeed.
According to MarketingProfs, recent research conducted by software provider Pardot found B2B buyers want different types of content at each step along their decision-making journey. As they research information and move along in the process, the majority say their searches become more specific. Additionally, the greater the cost of the purchase being considered, the more information buyers look up.
However, while B2B buyers seek to be heavily informed before making a purchasing decision, content that is too long can turn them away. Seven in 10 respondents to Pardot's survey said content types like case studies and white papers should be no longer than 5 pages.
Effective content marketing involves delivering detailed, relevant information in a format that's digestible and pleasant to read. Especially as people increasingly access content on mobile devices, presenting concepts and findings in a legible, easily consumable way is just as important as providing information that's intriguing and original.