Two recent surveys by Demand Gen Report highlight the importance of making it easy for potential buyers to find and access marketing content. Most B2B companies are already using content marketing in some form, so the challenge now is to make content marketing efforts as effective as possible. As it turns out, making content easier to find and access is an important key to content marketing effectiveness.
A successful content marketing program requires several components. Having high-quality content is obviously a given. In addition, it’s important to have a sound and documented content marketing strategy, and it’s necessary to support the content marketing effort with adequate human and financial resources.
In the drive to improve content marketing effectiveness, it’s easy to focus on the “big” issues like content quality and content strategy, and to lose sight of some of the “basic” prerequisites of a successful content marketing program. One of those basic requirements is that content resources must be easy for potential buyers to find and access.
The 2017 Content Preferences Survey by Demand Gen Report shows why findability and easy access are so important. This survey produced 189 responses from buyers of B2B products and services.
The 2017 survey revealed that B2B buyers depend heavily on content to support buying decisions. Forty-seven percent of survey respondents said they were relying on content more than they did a year earlier. The survey also revealed that buyers are extremely busy and are feeling overwhelmed by the volume of content they encounter.
- Thirty-four percent of respondents strongly agreed that they had “less time to devote to reading/research” in the past year. That’s up from 16% in the 2016 edition of the survey.
- Forty-six percent of respondents strongly agreed that they feel “overwhelmed by the amount of content available.” That’s up from 38% in 2016.