Cast your buyers in
Starring Roles
Audience-centric content doesn't talk at buyers. It puts them directly into the action, addressing what's relevant to their needs, pain points and desires — in the formats they prefer.
94%
of buyers would like to see brands "curb the sales messages."
Download the full 2018 Content Preferences Study
Learn more about the content your buyers want.
www.content4demand.com
Data from the 2018 Content Preferences Study can help you create the audience-centric content your buyers really want:
92%
give more credence to content that includes peer reviews or user-generated content.
89%
suggest focusing less on products specs and more on value.
85%
of buyers say they place more trust in content that is shared by an industry influencer.
By flipping the lens from product-centric or brand-centric content to messaging that looks at the business challenges and topics your buyers are trying to solve, your chance of content being downloaded and shared increases exponentially.
Underscoring this trend:
Case studies are still the top desired format (used by 79% of buyers as they research)...
…And blogs are hot on their heels (picked by 73% as most valuable format).
Credible content from colleagues and peers also ranks high among 81% of buyers.
Buyers are sharing content across social media platforms— as long as it’s easily shareable.
Buyers are also demanding relevance and want content that's tailored to them by:
Business role, industry or vertical
Use case/ problem being solved
Business need or industry topic—not product-related
By topic, by format