Over the past fifteen years, content marketing has become one of the most widely-used techniques in B2B marketing. Today, virtually all B2B companies are using content marketing in some form.
Ironically, the popularity of content marketing has made successful content marketing more difficult to achieve. As companies produce more and more content, the total volume of content available to potential buyers increases exponentially. And so does competition for buyer attention.
In these circumstances, understanding how business buyers actually consume content is critical to success. The 2021 State of B2B Content Consumption & Demand Report by NetLine Corporation provides several valuable insights on this vital issue.
NetLine operates a content syndication platform, and this report is based on data about millions of content downloads that occurred on the NetLine platform in 2020. This research is particularly valuable for two reasons:
- It captures the real-world content consumption behaviors of business professionals. The data used for the NetLine report was not derived from a survey or interviews, but from actual engagements with B2B content.
- The report is based on first party data. The business professionals who use the NetLine platform voluntarily share information about themselves and the organizations they work for in exchange for access to the content resources available on the NetLine's platform.
- White papers
- Cheat sheets
- Tips and tricks
- Research reports