The vital importance of content marketing during the purchasing process

The content is a determining element in the process. Customers are actively seeking information before buying. A demand that is exacerbated in the case of specific sectors, such as technology, where should carefully study the features and characteristics of the products, in order to select the one that best suits customer needs.

In order to find out what kind of content is more interesting and useful for buyers B2b technology, Eccolo Media has conducted a thorough study, which reflects the views of 503 purchasing managers or influencers in the sector.

The vital importance of content marketing during the purchasing processThe study, called “B2B Content Technology Survey Report” shows that this target audience is mostly opts for white papers (49%), when insight into those products in which you are interested in buying. In addition, data sheets and product catalogs are also very illustrative (46%). On the other hand, 36% opted for the case studies and user guides, along with audiovisual content (35%). Highlights the fact that the content appears more popularly widespread in the background, as in the case of articles in blogs and newsletters (29%), social networks (27%), computer graphics (21%) or Twitter. Which shows that when it comes to technical information, customers opt for more complex content.

According Eccolo Media, these customers consume between 2 and 5 pieces of content before deciding to buy. A significantly lower amount than in September gathered IDG study, which indicated that this target needed an average of 8.

The report also analyzes Eccolo what kind of content is the most influential, depending on each phase of the process.

One thing to keep in mind is that how customers consume content has changed significantly in recent years. In 2008, consumers demanded content, well out white papers, case studies, podcast or video, in the initial phase of sale, in order to know exactly the product and reaffirm their intention to purchase. At present, buyers demand this more specific content in the average purchase phase, after a phase of previous search, and when they are fully aware of their needs, and need to know for sure if the product will actually meet them; or even in the last phase of the process, when making the final decision.

Thus, in the initial phase of purchase, consumers demand content that gives them a general perspective, hence the posts are the most in demand (32%) content, followed by infographics (28%). Then, at the stage of making contact with the different solutions to their needs, buyers and demand more comprehensive content, such as white papers (36%) and case studies (35%). This is a phase where the thirst for knowledge is more pronounced, increasing demand videos (34%) and infographics (33%). In this period the posts remain the same role of the previous phase.

Already in the middle phase of research, buyers are engaged in selecting the most appropriate options and choose the brand or supplier. This gets lost interest in learning case studies (32%) and to study the technical specifications of the product mainly (31%). The report highlights a greater impact on the demand for content in the final stage of purchase, where only the technical information had some presence (19%).

But demand for content and useful information does not end in the buying process, but it is only the beginning of a relationship between brand and customer. 7 out of 10 respondents agree on the importance of continued content once purchased the product, especially in the case of white papers and case studies. It is a way to improve the user experience, strengthen their sense of belonging to the brand and thereby promote engagement.

As reflected in the study, the content is a powerful sales tool. Customers demand this type of information about brands and products; especially useful content and quality. Content that is present throughout the purchase process, even after confirmation of it.

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