August 01, 2014

New Study Reveals B2B Buyer Content Preferences

B2B buyers are on the hunt for visual content to help assist them during the purchasing cycle, according to Demand Gen Report’s most recent “2014 Content Preferences Survey.” The study’s findings shouldn’t come as much of a surprise to marketers. After all, 65 percent of the population is comprised of visual learners and 40 percent of people respond better to visual information than plain text.

The survey, which polled over 100 B2B buyers about their use of content, revealed that the majority of buyers are seeking visually appealing content in particular, like videos, infographics and interactive presentations. These findings reiterate the fact that consumers prefer clean custom content that’s quick and easy to digest. In fact, 95 percent of B2B buyers agreed that they prefer shorter content formats.

Not only is short, concise content easy on the eyes, but it’s also easier to consume on mobile devices. According to the aforementioned study, 90 percent of buyers believe that content needs to be more mobile friendly—in other words, easier to read while on the go.

So what’s the secret to keeping content short and engaging without sacrificing value? The following are some (quick) tips and tricks for creating content that’s “scannable”:

1.Implement pictures: Using images is a great way to break up heavy text. What’s more, it helps draw attention to your article. However, be careful not to use too many pictures as your content can get cluttered.

2.Get rid of the fluff: Let’s face it: It’s easy to get carried away when writing. However, content that’s filled with unnecessary fluff can actually draw a reader’s attention away from what you’re trying to say. Your readers want to get straight to the point, so keep sentences condensed.

3.Use lists: Bulleted and numbered lists are also great for turning large chunks of text into easy-to-read copy. Expand only on points that need further explanation.

4.Write with a purpose: Every piece of custom content you produce should have a purpose, whether it’s teaching your readers how to boost SEO or sharing the latest industry report. Remember to always provide value. Your readers should walk away having learned something new.

5.Encourage engagement: Ask for the opinions of your readers. Believe it or not, your readers enjoy sharing their tips, ticks and advice.

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