These days there’s no question that great content is a foundational element of any marketing strategy—especially in B2B. In fact, according to Content Marketing Institute’s (CMI) 2017 benchmarking report, 89% of B2B marketers use content marketing to “attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.”
And thanks to yet another insightful report from CMI—the latter objective is our focus today.
Last week, CMI and SmartBrief released their How Content Influences the Purchasing Process report, featuring data and insights collected from 1,200 SmartBrief subscribers. The aim of the report was to dig into the minds of those who are actually consuming content, and uncover what types of content are most influential, how decision-makers perceive vendor content, and more.