ACCESSIBLE CONTENT AND THOUGHT LEADER INSIGHTS PREFERRED BY BUYERS Buyers are interested in content that is easy to access, will help them compare their efforts with their peers or justify their investment. Among the top recommendations they would give marketers in order to improve content quality 71% said they were: use more data and research, and more benchmarking data. want content Buyers also want to be able to access additional content on-demand. A total of that is easier to 58% of buyers recommended marketers package related content together. Forty- four percent suggested more mobile-friendly content. access, while Ninety-nine percent said they want content with insight from industry thought 62% want more leaders and analysts. Of that, 61% strongly agree with that sentiment (chart below). Buyers give the most credence to peer reviews and user generated feedback; 68% benchmarking of respondents said they frequently give credence to this form of content, while data. 60% give credence to content authored by a third-party publication or analyst. What recommendations would you make to improve the quality of the content created/ provided by B2B vendors? Use more data and research to support content 76% Curb the sales messages 74% Make content easier to access (fewer forms to fill/single click) 71% Provide more benchmarking data 62% Add more insight from industry thought leaders/analysts 61% 2017 Content Preferences Survey Report • 6