Delivering credible, objective, and engaging content is a must for today’s B2B marketer as prospects discover, explore, and buy your solution. But what attributes and sources make content credible and objective to B2B buyers? This is a common question asked of my consulting team, and in the age of the customer — where empowered buyers rely on multiple content sources before talking with a sales team and 50% of buyers say much of the content they receive is useless — the answer is more important than ever.
To get answers to this and other key questions we receive from content marketers, Forrester surveyed over 200 IT and LOB technology buyers and influencers. I address three of the common client questions below:
Question One: What are the top three attributes of credible content from the perspective of a buyer/influencer?
WIM: Marketers should audit their existing content assets against these attributes to ensure their library is stocked with credible content. With nearly two-thirds of respondents indicating that vendors give them too much material to sort through, authorship by a qualified expert/analyst allows content assets to stand out and get noticed. Including data in your assets gives them factual grounding and signifies that the information being shared is not simply opinion or conjecture. In fact, 47% of respondents rated papers (content) backed by data as high value, compared with only 11% who said the same thing of papers not backed by data. Finally, be selective in when and where you include product or brand mentions in your content. Including them in too many of your content assets, especially thought leadership pieces, can undermine the credibility of your content.