In their 2015 B2B Technology Survey Content Report1, Eccolo Research found that most buyers consume 2-5 assets before they’re ready to make a purchase. Buyers reported they read the same number of emails as white papers.
But when asked which of those two assets were most influential in making a buying decision, the white paper was the winner by a wide margin. So if white papers are that influential, it only makes sense to use them more strategically.
Creating all the different types of content a B2B company needs can quickly become overwhelming. It can also be quite costly. A content development plan could include story-driven content like social media, case studies, blogs, articles, videos and illustrations. Further, it could contain fact-driven content such as infographics, charts, graphs, diagrams, checklists, slide decks and more.
Where does one begin? According to a study by CMI, most companies haven’t yet figured this one out. They found that only 32% of B2B firms have a documented content management strategy.
Includes 5 Bonus White Paper Development Tools