MarTech Lists Four Types of Content Buyers Want
In 2024, short-form videos dominate social media platforms, engaging audiences with bite-sized, dynamic content. Additionally, interactive podcasts are gaining popularity, allowing listeners to participate in live discussions and Q&A sessions.
MarTech contributor Scott Gillum has published an article featuring the 4 types of content buyers want.
He says, “We analyzed client sales and marketing data from five industries and conducted primary research with buyers and sales representatives (SDR/BDR/AM/CSMs). The content we discovered fit into one of the following four categories.
Case studies/use cases
Contrary to conventional wisdom, we found that case studies were used/consumed at the beginning of the buyer’s journey rather than later. BDRs/SDRs used industry case studies or solution-specific use cases to build credibility early in the conversation.
Events
Content related to user events received considerable attention. Industry events where companies sponsored or provided speakers also performed very well.
Webinars were hit or miss. Most interest went toward topics related to industry trends or use cases. We also found that attendee-to-lead conversion was increasingly more difficult in late 2023 and 2024.”
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