(This Analysis Spherical-Up discusses the 2024 B2B content material consumption report from NetLine Company. NetLine publishes this report yearly, and it constantly supplies a wealth of real-world insights about how enterprise professionals really eat advertising content material.)
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| Supply: NetLine Company |
Nearly all B2B corporations at the moment are utilizing content material advertising in a number of types, and due to this fact understanding how enterprise professionals eat content material is now important to advertising success. The 2024 State of B2B Content material Consumption & Demand Report by NetLine Company supplies worthwhile insights on this important difficulty.
NetLine operates a content material syndication platform, and this report relies on information from 6.2 million content material registrations on the platform in 2023. The NetLine analysis is especially worthwhile for 2 causes.
First, it captures the real-world consumption behaviors of enterprise professionals. The info used for the report was not derived from surveys or interviews however from precise engagements with B2B content material.
And second, the report relies on first-party information. The enterprise professionals who use the NetLine platform voluntarily share details about themselves and the organizations they work for in alternate for entry to the content material assets out there on the platform.
For these causes, the report comprises a wealth of detailed details about content material consumption behaviors, and I encourage you to overview the total 38-page report.
Listed below are just a few highlights from the report.
Content material Consumption Continues Rising
As measured by registrations on the NetLine platform, total B2B content material consumption in 2023 elevated by 14.3% in comparison with 2022 ranges. NetLine’s information reveals that the entire demand for B2B content material has grown by 77% for the reason that 2019 version of the analysis. Content material consumption by C-level executives can be nonetheless on the rise, rising by 7% year-over-year.
It isn’t shocking that demand for content material about synthetic intelligence exploded in 2023. The consumption of content material referring to AI by NetLine registrants elevated 5.5x year-over-year, and NetLine expects demand for AI content material in 2024 will enhance 1.9x over final 12 months.
Most Fashionable Content material Codecs
The ten most requested content material codecs in 2023 have been:
- eBooks
- Guides
- Cheat Sheets
- White Papers
- Analysis Experiences
- Suggestions & Tips Guides
- Articles
- Guide Summaries
- On-Demand Webinars
- Dwell Webinars
Collectively, these ten content material codecs accounted for 87% of all content material registrations final 12 months, and eBooks alone have been 39.5% of whole registrations.
The Consumption Hole Widens
One of many extra helpful insights offered by the report pertains to the consumption hole, which NetLine defines because the time between the second content material is requested and the second it is opened for consumption. This information level is vital as a result of it supplies a information for timing follow-up contacts with potential patrons. In any case, it makes little sense to contact a possible purchaser a few content material useful resource earlier than she or he has reviewed the content material.
In 2023, the common consumption hole was 31.2 hours, up from 28.7 hours in 2022. The consumption hole has different over the previous a number of years. The most important hole ever recorded by NetLine was 33.3 hours in 2021, whereas the smallest was 27.1 hours in 2018. The lesson right here is that it’s best to wait a minimum of two days earlier than you attempt to comply with up with individuals who have considered, listened to, or downloaded your content material.
Content material Consumption and Purchaser Intent
For the previous few years, NetLine’s analysis has prompt that the content material format a possible purchaser chooses to eat is an effective indicator of readiness to purchase. Within the newest evaluation, NetLine recognized six content material codecs which can be extra probably to be related to a shopping for determination over the following 12 months – playbooks, case research, pattern reviews, analyst reviews, white papers, and dwell webinars.
One format that’s notably absent from this checklist is eBooks. Regardless of being essentially the most incessantly requested sort of content material final 12 months, eBooks weren’t strongly related to shorter-term buy intention. This should not be shocking as a result of most eBooks are designed to attraction primarily to potential patrons who’re within the early phases of the shopping for course of.
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The NetLine report comprises a number of different worthwhile findings, and I like to recommend you’re taking the time to learn the total report.
