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Issue #33
May 11, 2022
INSPIRATION✨
My take on the intersection of marketing + life

Hi , 👋

As you know, I’m a data junkie.

One of the most compelling data sets I devour annually is the Netline State of B2B Content Consumption Report. Which marketer doesn't need insights into how their readers consume content?

Here are 10 key insights from NetLine’s 2022 Report:

1.     B2B content consumption rose 33% in the last two years. Duh. But, here's an important take away: Ask your team how you can best distribute your content to take advantage of these extra eyes.  

2.     13 pieces of content are consumed BEFORE a prospect engages with sales. Just two years ago, this number was 3 to 5! NetLine’s key insight here:
 
3.     eBooks and Guides are the most popular forms of downloadable content. See graph.👇

        FINE PRINT:
  • eBook consumption is up 15%, accounting for 43% of all content downloads. eBooks are 484% more likely to be downloaded than a white paper.

  • Cheat sheet consumption is up 56%. Readers want simplified answers, best practices and tips and tricks.

  • White paper consumption is up 8%. Readers want to take a deep dive when they’re nearly ready to purchase.
 
4.     As buyers move through their journey, their needs become more focused. White Papers, Survey Reports, and Webinars fill this need perfectly. See chart on how content consumption leads to buying below. 👇

        FINE PRINT: Don't discount assets on the right. They are short form and easily
         consumed and key to earning top of the funnel interest — and attracting buyers to reach
         13 pieces of content consumed!
 
5.     Who is consuming your content? Does it appeal to multiple levels within the organizations you service? See graph. 👇
 
6.     In the last 12 months, C-Level consumption of content increased by 15%; director level readers by 27%. Top decision makers are reading more of your content than ever before.

   7.     When is content consumed? Pre-pandemic, Tuesday and Wednesday were hot. Now, it’s every day. Here’s the fine print. 👇
 
8.    B2B content assets cost an average of $2,791 to produce. There are no shortcuts to creating great reads.  

9.     State of Webinars:
  • Webinar registrants are 29% more likely to purchase within 6 months
  • 63% in webinar registrations
  • 45% increase in on-demand webinar registration

10.     Surprise! We’re downloading more content onto our desktop now, with a 23% increase in consumption there over the last year. Check it out:👇
 
 
Download the full report to analyze your target buyer by industry, company size and more. Then, sign up for NetLine’s email list so the study comes directly to your inbox next year.

All the best,
Mindi 😊
 
INSIGHTS✨
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MarketingProf: Seven Pillars of B2B Brand Reputation Management

Martech: Why we care about B2B marketing: A guide for marketers

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