B2B Content Preferences
B2B buyers are placing a greater emphasis on visual content throughout the purchasing lifecycle, and are accessing content much more frequently from smartphones and tablets. These trends have led to an even higher buyer reliance on content than ever before to assist in research and purchasing decisions.
Although the survey is older than our recently published book on Visual Content Marketing interesting to see the increased appreciation of the need for visual content and specifically infographics, video and interactive presentations – all of which are cornerstone solutions of the Frame Concepts suite of offerings.
Here are a few excerpts …
The Need To Be Visual
The 2014 survey revealed that a higher percentage of respondents are using visually appealing content such as videos, infographics and interactive presentations. This year, use of video content increased by 8% to 58%, while infographic usage increased by 9% to 52%. Interactive formats such as Brainshark and SlideShare increased in popularity as well, up from roughly 21% in 2013 to 28% in 2014.
Unlike last year, when most common content formats gained in popularity, the top two content types of 2013 (white papers and webinars) dipped in usage. Case studies (73%) overtook webinars (67%) as the second most popular form of content in 2014.