I was interested to read the Demand Gen Content Preferences Survey 2018.  In short the survey found:

Focus on value not sales pitch

A majority (88%) agree that content producers need to focus less on product specifics and more on the value that can be brought to their business.  So show what you know not what you do.  Do not focus on the how.  Focus on the why.

Content is key to the early stages of a buyer's buying process

49% of B2B buyers said they now rely more on content to research and make purchase decisions;  This is really important.   Research from CEB Gartner, Forrester and Gartner (see below). The research demonstrates that:

  • B2B buyers prefer to gather information on their own versus interacting with an individual within a potential vendor
  • The number of people involved in the average B2B buying decision has increased to 7

Make content easy to access:

66% of B2B buyers strongly agree that companies should make it easier to access their content.

In addition, LinkedIn and Edelman PR found that content B2B Decision Makers want to receive will exhibit the following attributes:

  • Relevant and Applicable
  • Industry Insights
  • Digestible
  • Delivered by a Trusted Source
  • Current