B2B buyers consume an average of 13 content pieces before deciding on a vendor

A mix of first and third party content is required to seal the deal.

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The average B2B buyer’s journey involves consumption of 13 pieces of content. That’s the principal finding of a new survey from market research firm FocusVision. The company polled marketing executives at companies with at least 500 employees and $50 million in annual revenue who had purchased a martech solution in the past year.

A mix of 1st and 3rd party content. The 13 content pieces breaks down into an average of eight vendor-created pieces and five from third parties. This content ranges from video to blog posts, white papers and customer testimonials to software reviews and analyst reports.

According to the report, the B2B buying process takes on average two to six weeks and involves 3 – 4 internal decision makers. The top source of content was the vendor’s website, followed by search and social media. Asked “how did you find content,” these survey respondents said:

  • Directly through vendor website — 70%
  • Internet search — 67%
  • Social media  — 53%
  • Sent to me via email — 41%
  • Word of mouth — 33%

FocusVision identified four buying stages (and the content reviewed at each stage in the process): 1) understanding the problem, 2) looking for vendors, 3) short-listing and 4) final decision.

Content reviewed at each stage of the B2B buyer’s journey

Source: FocusVision (2020)

Websites and peer reviews. The consumption of content is not entirely liner. Vendor websites, for example, are visited throughout the buyer’s journey. Peer reviews were consulted at the top and bottom of the funnel as well.

The most useful types of content to aid purchase decision-making were those that addressed: product specifications and functionality (67%), product comparisons (65%), product success stories (60%), content to specifically show value to internal stakeholders (54%), product tutorials (49%) and guidance on my problem/how to solve it (48%).

Larger companies, with revenues above $250 and $500 million, displayed some differences from the average according to FocusVision. Larger companies tended to rely more heavily on third party sources — third party websites, analyst reports and third party articles — probably because of their perceived independence.

Why we care. We know that content is incredibly important for ranking in search. It’s also critical for sales support. But this report makes clear there are a broad range of first and third party content types that are highly influential to B2B buyers. It also shows how critical the vendor website is in the buying process. Indeed, the report basically outlines a content strategy for the entire B2B buyer’s journey.

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GoDaddy buys content creation app Over, plans to integrate features into its product suite

Small businesses use Over to easily create digital content.

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GoDaddy announced on Wednesday it had acquired Over, a mobile app designed for SMBs and entrepreneurs that allows them to quickly create content for social media platforms, email and websites. The app’s capabilities will be integrated into GoDaddy’s Website + Marketing platform in the near future, according to a company spokesperson.

The app will also continue to offered as a standalone app, available via Apple’s App Store and Google Play, and the team will continue to develop new features for it.

Why we care

The Over app has gained popularity as an easy-to-use content creation tool — it has more than a million monthly active users with 220,000 projects created daily by SMBs. GoDaddy’s move to integrate the app’s features into the Website + Marketing product suite will expand GoDaddy’s capabilities. Depending on how GoDaddy integrates Over’s tech into its platform, “non-designers” most likely will be able to create content that can be used on their GoDaddy-built website, as well as their company’s social pages and in their email marketing efforts.

More on the news

  • The Over app includes a library of professionally designed, customizable templates, hand-curated videos, graphics and font collections and collaboration tools.
  • The entire Over team will join GoDaddy while remaining in their Cape Town offices. No financial details for the acquisition were disclosed.
  • Squarespace made a similar acquisition last October with its purchase of Unfold.

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Develop the content your target audience actually wants

Focus on making better content. Not less, not more—just better.

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Happy people reading online content

In the ebb and flow of content marketing trend analyses comes the return of the “content fatigue” narrative. We’re told content marketing doesn’t work as well as it used to, that it’s redundant and that there’s too much of it.

But as long as we have the Internet, content is going to be the playing field for our sport. So the question isn’t whether or not we should be doing content marketing, but rather how we can make our content marketing better. What tools, strategies and tactics can we deploy? How do we create compelling content that will provide real value for our audiences?

We need to focus on making better content. Not less, not more—just better.

In this issue of Agency Perspectives from SharpSpring, you’ll learn how to develop content your target audience actually wants and get tips on sharing and distributing content across relevant channels.

Visit Digital Marketing Depot to download “Mission Possible: Quality Content Marketing.”

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