(This Analysis Spherical-Up discusses the 2024 B2B content material consumption report from NetLine Company. NetLine publishes this report yearly, and it persistently offers a wealth of real-world insights about how enterprise professionals really eat advertising and marketing content material.)
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| Supply: NetLine Company |
Just about all B2B firms at the moment are utilizing content material advertising and marketing in a number of varieties, and subsequently understanding how enterprise professionals eat content material is now essential to advertising and marketing success. The 2024 State of B2B Content material Consumption & Demand Report by NetLine Company offers priceless insights on this very important challenge.
NetLine operates a content material syndication platform, and this report relies on knowledge from 6.2 million content material registrations on the platform in 2023. The NetLine analysis is especially priceless for 2 causes.
First, it captures the real-world consumption behaviors of enterprise professionals. The info used for the report was not derived from surveys or interviews however from precise engagements with B2B content material.
And second, the report relies on first-party knowledge. The enterprise professionals who use the NetLine platform voluntarily share details about themselves and the organizations they work for in alternate for entry to the content material assets accessible on the platform.
For these causes, the report comprises a wealth of detailed details about content material consumption behaviors, and I encourage you to overview the total 38-page report.
Listed below are just a few highlights from the report.
Content material Consumption Continues Rising
As measured by registrations on the NetLine platform, general B2B content material consumption in 2023 elevated by 14.3% in comparison with 2022 ranges. NetLine’s knowledge exhibits that the overall demand for B2B content material has grown by 77% for the reason that 2019 version of the analysis. Content material consumption by C-level executives can also be nonetheless on the rise, rising by 7% year-over-year.
It is not stunning that demand for content material about synthetic intelligence exploded in 2023. The consumption of content material referring to AI by NetLine registrants elevated 5.5x year-over-year, and NetLine expects demand for AI content material in 2024 will improve 1.9x over final 12 months.
Most Widespread Content material Codecs
The ten most requested content material codecs in 2023 had been:
- eBooks
- Guides
- Cheat Sheets
- White Papers
- Analysis Reviews
- Suggestions & Methods Guides
- Articles
- Ebook Summaries
- On-Demand Webinars
- Stay Webinars
Collectively, these ten content material codecs accounted for 87% of all content material registrations final 12 months, and eBooks alone had been 39.5% of whole registrations.
The Consumption Hole Widens
One of many extra helpful insights supplied by the report pertains to the consumption hole, which NetLine defines because the time between the second content material is requested and the second it is opened for consumption. This knowledge level is necessary as a result of it offers a information for timing follow-up contacts with potential consumers. In any case, it makes little sense to contact a possible purchaser a couple of content material useful resource earlier than she or he has reviewed the content material.
In 2023, the typical consumption hole was 31.2 hours, up from 28.7 hours in 2022. The consumption hole has diverse over the previous a number of years. The biggest hole ever recorded by NetLine was 33.3 hours in 2021, whereas the smallest was 27.1 hours in 2018. The lesson right here is that you need to wait no less than two days earlier than you attempt to observe up with individuals who have considered, listened to, or downloaded your content material.
Content material Consumption and Purchaser Intent
For the previous few years, NetLine’s analysis has instructed that the content material format a possible purchaser chooses to eat is an effective indicator of readiness to purchase. Within the newest evaluation, NetLine recognized six content material codecs which are extra possible to be related to a shopping for choice over the following 12 months – playbooks, case research, development studies, analyst studies, white papers, and stay webinars.
One format that’s notably absent from this listing is eBooks. Regardless of being essentially the most often requested kind of content material final 12 months, eBooks weren’t strongly related to shorter-term buy intention. This should not be stunning as a result of most eBooks are designed to attraction primarily to potential consumers who’re within the early levels of the shopping for course of.
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The NetLine report comprises a number of different priceless findings, and I like to recommend you are taking the time to learn the total report.