PRESCRIPTIVE AND PREDICTIVE CONTENT ARE TOP PREFERENCE AMONG BUYERS As far as the types of content buyers prefer, prescriptive content that recommends a formulaic solution came out on top for the third year in a row, A majority (97%) with 97% citing it. Predictive content—content with titles like “The Future Of….”—was cited by 87%, of buyers prefer mirroring the results of our 2016 and 2015 surveys. Foundational content – i.e., prescriptive toolkits and blueprints -- came in third, with 85%. content. Please describe your preferences for the following general content types: Prescriptive content (e.g. “7 Steps To…” or “3 Tips For…”) 62% 34% Foundational content (blueprints, toolkits) 51% 34% Benchmarking tools (assessments, calculators) 37% 47% Predictive content (e.g. “The Future Of…”) 35% 52% Conversational content (e.g. Executive Q&A) 28% 50% Strongly prefer Somewhat prefer 2017 Content Preferences Survey Report • 9