Not Convinced You Need More Content? Your Competitors Disagree.

August 1, 2019

Earlier this year, Axios featured a story titled, “The job of the future is editor in chief,” which reported that the number of people in content/editor roles and non-media companies has grown by 32 percent in the past decade. The article featured a number of major companies in tech, financial services and travel that have launched media initiatives ranging from podcasts, books, print magazines and talk shows. Understanding that the competition for reader attention is fiercer than ever, these companies are turning to content to connect with audiences.

While many consumer brands have developed robust strategies that fight to keep readers’ fleeting attention spans—one study said the average person will spend only 37 seconds reading an article—about half of B2B and enterprise marketers struggle with content output. The challenge of implementing an effective content strategy, and then maintaining resources to consistently create, distribute, measure and repurpose content, often leads to de-prioritization of content projects. Putting that creative whitepaper idea, customer case study video, new podcast series or the company blog on the back burner inevitably lands marketing and communications teams in a never-ending game of catch-up.

You may already be running in a losing race, constantly trying to fill a light pipeline without the necessary pieces to get it done. Maybe bandwidth is tight and upper management won’t approve a bigger content budget. Or, perhaps you still aren’t convinced that content will move the needle for your organization. If any of these ring true, check out the stats below—they make a compelling case for the value of content. They could persuade you to reconsider how content fits into your broader marcom and public relations strategy, and arm you with the extra validation you need to secure more resources. Either way, remember that whether or not you or your bosses buy into the power of content, your competitors most certainly do.


  • In a recent Demand Gen B2B Buyer’s Survey Report, 75 percent of buyers said the winning vendor’s content had a significant impact on their buying decisions.


  • B2B customers today progress more than 70 percent of the way through the decision-making process before ever engaging a sales representative.



  • That same study found that 75 percent of B2B content readers frequently engage with business content on company websites, and this group had a higher purchasing intent than other buyers.


  • The Demand Gen Report Content Preferences Survey found that 47 percent of buyers viewed three to five pieces of content before engaging with a sales rep.


  • Ninety-six percent of respondents also reported they want content with more input from industry thought leaders.


  • Most (70 percent) B2B buyers and researchers are watching videos throughout their path to purchase—nearly half are viewing 30 minutes or more of B2B-related videos and one in five watch over an hour of content.


  • According to Edison Research, 24 percent of people ages 18-54 listen to podcasts monthly.


-Ashley Allman, Director of Content

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