(This month’s Analysis Spherical-Up is devoted completely to the most recent B2B content material consumption report from NetLine Company. NetLine publishes this report yearly, and it constantly offers a wealth of real-world insights relating to how enterprise professionals truly devour content material.)
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| Supply: NetLine Company |
Over the previous 20 years, content material advertising and marketing has turn into some of the broadly used strategies in B2B advertising and marketing. As we speak, just about all B2B corporations are utilizing content material advertising and marketing in some type.
Mockingly, the recognition of content material advertising and marketing has make profitable content material advertising and marketing harder to realize. As corporations produce an increasing number of content material, the whole quantity of content material accessible to potential patrons will increase exponentially. And so does competitors for purchaser consideration and mindshare.
In these circumstances, understanding how enterprise professionals truly devour content material is vital to success. The 2022 State of B2B Content material Consumption & Demand Report by NetLine Company offers quite a few helpful insights on this very important concern.
NetLine operates a content material syndication platform, and this report is predicated on knowledge about 4.6 million content material registrations that occurred on the NetLine platform in 2021. This analysis is especially helpful for 2 causes:
- It captures the real-world content material consumption behaviors of enterprise professionals. The information used for the NetLine report was not derived from a survey or interviews, however from precise engagements with B2B content material.
- The report is predicated on first occasion knowledge. The enterprise professionals who use the NetLine platform voluntarily share details about themselves and the organizations they work for in alternate for entry to the content material assets accessible on the platform.
NetLine tracks content material consumption for greater than 400 job capabilities, 24 industries and group dimension. Subsequently, the NetLine report produces a wealth of detailed details about content material consumption behaviors, and I encourage you to assessment the complete 65-page report. Listed below are a number of of the report’s highlights.
Content material Consumption Continues to Develop
Total B2B content material consumption in 2021 elevated greater than 9% in comparison with 2020 ranges. Final yr’s development adopted a 22% enhance in 2020 in comparison with 2019. So general consumption was up 33% in 2021 in comparison with 2019. Content material consumption by C-level executives can be on the rise, rising by 15.8% in 2021 in comparison with 2020. In 2021, C-level executives represented 14.8% of NetLine’s complete viewers.
Most Standard Content material Codecs
The ten most requested forms of content material on NetLine’s platform in 2021 have been:
- eBooks
- Guides
- Cheat Sheets
- Suggestions and Methods Guides
- White Papers
- Analysis Reviews
- Kits
- Webinars
- Checklists
- Articles
Collectively, these ten content material codecs accounted for 87% of all content material registrations on the NetLine platform final yr. The three hottest codecs – eBooks, guides and cheat sheets – accounted for greater than 60% of complete registrations in 2021, and eBooks alone accounted for greater than 43% of complete registrations.
Measuring the Consumption Hole
One of the helpful insights offered by the NetLine report pertains to the consumption hole, which NetLine defines because the time between the second content material is requested and the second it is opened for consumption. This knowledge level is necessary as a result of it must be used to information the timing of follow-up contacts with potential patrons. In spite of everything, it makes little sense to contact a possible purchaser a couple of content material useful resource earlier than she or he has truly reviewed the content material.
In 2021, the common consumption hole throughout all job classes was 33.3 hours, up from 29.7 hours in 2020.
eBooks vs. White Papers
NetLine’s knowledge relating to eBooks and white papers illustrate why entrepreneurs should think about a number of components when evaluating the efficiency of content material property. As famous earlier, eBooks accounted for simply over 43% of all content material registrations on NetLine’s platform final yr. In the meantime, white papers represented solely 7.41% of all content material registrations.
Clearly, eBooks are way more common general with enterprise professionals than white papers, and entrepreneurs may be tempted to cease producing white papers based mostly on this knowledge. Nonetheless, NetLine’s evaluation additionally discovered that enterprise professionals who registered to entry white papers have been extra doubtless than different registrants to expect to make a purchase order within the following 12 months.
Subsequently, the consumption of white papers is a robust indicator {that a} potential purchaser is actively “in-market” and expects to make a purchase order within the comparatively close to future. NetLine discovered that on-demand webinars and stay webcasts have been additionally good indicators of short-term buy intent.
Past functioning as an excellent indicator of buy intent, white papers and different extra “weighty” content material codecs play an necessary position within the later levels of the shopping for course of. As potential patrons extra additional into their shopping for course of, they have an inclination to hunt extra detailed data, and information-rich content material assets resembling white papers fill this want.
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Content material advertising and marketing is a crucial a part of the advertising and marketing technique at most B2B corporations, and the NetLine report offers knowledge that entrepreneurs can leverage to enhance the efficiency of their content material advertising and marketing efforts.
