About 64 percent of tech buyers, from the C-suite to engineers, read only two to five pieces of content before making their decisions, they tell Eccolo Media. While they read whitepapers and emails at the same rate, they say whitepapers are much more influential on their purchasing decisions, tech buyers tell the San Francisco-based content marketing agency.
In an infographic titled "What Content Has the Most Clout?" the company pulls data from the "Eccolo Media 2015 B2B Technology Content Survey Report" to answer many questions tech sellers have about content marketing.
"The more content we produce, the more likely it is to fail," Eccolo writes. "Marketers have been good at producing large volumes of content, but not quality content and not the right types of content."
Eccolo's survey respondents have the following answers for tech marketers:
1. Write Whitepapers. More than 30 percent of respondents say whitepapers are influential in their purchasing decisions, while 15 percent said the same about emails.
2. Write Other Content, Too. Nearly 40 percent of survey-takers rated product brochures and data sheets as the most influential content they read before buying. Whitepapers earned favor from 33 percent of respondents, then 31 percent for case studies and success stories, 23 percent tech guides and implementation scenarios, and 22 percent used competitive vendor worksheets. Respondents also rated about a dozen more options below these five.
3. Know Where They're Looking First. About 57 percent of buyers consume product brochures and data sheets, 52 percent read email and whitepapers, 42 percent competitive vendor worksheets, and 42 percent use case studies and success stories in order to decide. Similar to Tip 2, respondents rated another dozen options lower than these five.
What other questions do brands have about content marketing?
Please respond in the comments section below.