Content Preference Survey 2013

Question Title

* 1. Compared to a year ago, do you now rely more or less on content to research and make B2B purchasing decisions?

Less

About the same

Question Title

* 2. Where do you go to begin the process of researching a B2B purchasing decision?

(Rank select your top three responses.)

Directly on vendor web sites

General web search

Social media

B2B news/media sites

Content syndication sites

Industry guides/reports

Question Title

* 3. Which types of content have you used during the past 12 months to research B2B purchasing decisions?

(check all that apply)

White papers

E-books

Webinars

Podcasts

Infographics

Case studies

Videos

Interactive presentations (e.g. Brainshark)

Blog posts

Question Title

* 4. What do you feel are the most valuable online content formats for researching B2B purchases?

(rate on a scale of 1 to 5 with 1=most effective)

	1	2	3	4	5
White papers	White papers 1	White papers 2	White papers 3	White papers 4	White papers 5
E-books	E-books 1	E-books 2	E-books 3	E-books 4	E-books 5
Webinars	Webinars 1	Webinars 2	Webinars 3	Webinars 4	Webinars 5
Podcasts	Podcasts 1	Podcasts 2	Podcasts 3	Podcasts 4	Podcasts 5
Infographics	Infographics 1	Infographics 2	Infographics 3	Infographics 4	Infographics 5
Case studies	Case studies 1	Case studies 2	Case studies 3	Case studies 4	Case studies 5
Videos	Videos 1	Videos 2	Videos 3	Videos 4	Videos 5
Interactive presentations (e.g. Brainshark)	Interactive presentations (e.g. Brainshark) 1	Interactive presentations (e.g. Brainshark) 2	Interactive presentations (e.g. Brainshark) 3	Interactive presentations (e.g. Brainshark) 4	Interactive presentations (e.g. Brainshark) 5
Blog posts	Blog posts 1	Blog posts 2	Blog posts 3	Blog posts 4	Blog posts 5

Question Title

* 5. Please rank the following channels or sources you use to find relevant content for making B2B purchasing decisions:

(rate on a scale of 1-5 with 1=most valuable)

	1	2	3	4	5
Web search	Web search 1	Web search 2	Web search 3	Web search 4	Web search 5
LinkedIn	LinkedIn 1	LinkedIn 2	LinkedIn 3	LinkedIn 4	LinkedIn 5
Twitter	Twitter 1	Twitter 2	Twitter 3	Twitter 4	Twitter 5
Facebook	Facebook 1	Facebook 2	Facebook 3	Facebook 4	Facebook 5
SlideShare	SlideShare 1	SlideShare 2	SlideShare 3	SlideShare 4	SlideShare 5
Google+	Google+ 1	Google+ 2	Google+ 3	Google+ 4	Google+ 5
Blogs	Blogs 1	Blogs 2	Blogs 3	Blogs 4	Blogs 5
Industry publications/newsletters/analyst reports	Industry publications/newsletters/analyst reports 1	Industry publications/newsletters/analyst reports 2	Industry publications/newsletters/analyst reports 3	Industry publications/newsletters/analyst reports 4	Industry publications/newsletters/analyst reports 5
Peer referrals	Peer referrals 1	Peer referrals 2	Peer referrals 3	Peer referrals 4	Peer referrals 5
Vendor web sites	Vendor web sites 1	Vendor web sites 2	Vendor web sites 3	Vendor web sites 4	Vendor web sites 5
YouTube/video sites	YouTube/video sites 1	YouTube/video sites 2	YouTube/video sites 3	YouTube/video sites 4	YouTube/video sites 5

Question Title

* 6. What devices do you use, and how often, to access business-related content?

(rate all that apply)

	Never	Rarely	Occasionally	Frequently
Desktop or laptop PC	Desktop or laptop PC Never	Desktop or laptop PC Rarely	Desktop or laptop PC Occasionally	Desktop or laptop PC Frequently
Mobile phone	Mobile phone Never	Mobile phone Rarely	Mobile phone Occasionally	Mobile phone Frequently
Tablet	Tablet Never	Tablet Rarely	Tablet Occasionally	Tablet Frequently

Question Title

* 7. How have your B2B content consumption habits changed over the past year?

	Disagree	Somewhat agree	Strongly agree
I have less time to devote to reading/research	I have less time to devote to reading/research Disagree	I have less time to devote to reading/research Somewhat agree	I have less time to devote to reading/research Strongly agree
I prefer interactive (audio/video) content I can access on demand	I prefer interactive (audio/video) content I can access on demand Disagree	I prefer interactive (audio/video) content I can access on demand Somewhat agree	I prefer interactive (audio/video) content I can access on demand Strongly agree
I require mobile-optimized content (for access on a tablet or mobile device)	I require mobile-optimized content (for access on a tablet or mobile device) Disagree	I require mobile-optimized content (for access on a tablet or mobile device) Somewhat agree	I require mobile-optimized content (for access on a tablet or mobile device) Strongly agree
I get more of my content through social networks or peer recommendations	I get more of my content through social networks or peer recommendations Disagree	I get more of my content through social networks or peer recommendations Somewhat agree	I get more of my content through social networks or peer recommendations Strongly agree
I find myself overwhelmed by the amount of content available	I find myself overwhelmed by the amount of content available Disagree	I find myself overwhelmed by the amount of content available Somewhat agree	I find myself overwhelmed by the amount of content available Strongly agree
I place a higher emphasis on the trustworthiness of the source	I place a higher emphasis on the trustworthiness of the source Disagree	I place a higher emphasis on the trustworthiness of the source Somewhat agree	I place a higher emphasis on the trustworthiness of the source Strongly agree
I am willing to consider vendor-created content as trustworthy	I am willing to consider vendor-created content as trustworthy Disagree	I am willing to consider vendor-created content as trustworthy Somewhat agree	I am willing to consider vendor-created content as trustworthy Strongly agree

Question Title

* 8. I share the following content types with my colleagues.

(check all that apply)

	Never	Rarely	Sometimes	Frequently
White papers	White papers Never	White papers Rarely	White papers Sometimes	White papers Frequently
E-books	E-books Never	E-books Rarely	E-books Sometimes	E-books Frequently
Webinars	Webinars Never	Webinars Rarely	Webinars Sometimes	Webinars Frequently
Podcasts	Podcasts Never	Podcasts Rarely	Podcasts Sometimes	Podcasts Frequently
Infographics	Infographics Never	Infographics Rarely	Infographics Sometimes	Infographics Frequently
Case studies	Case studies Never	Case studies Rarely	Case studies Sometimes	Case studies Frequently
Videos	Videos Never	Videos Rarely	Videos Sometimes	Videos Frequently
Interactive presentations	Interactive presentations Never	Interactive presentations Rarely	Interactive presentations Sometimes	Interactive presentations Frequently
Blog posts	Blog posts Never	Blog posts Rarely	Blog posts Sometimes	Blog posts Frequently

Question Title

* 9. I share content over the following channels:

	Never	Rarely	Sometimes	Frequently
LinkedIn	LinkedIn Never	LinkedIn Rarely	LinkedIn Sometimes	LinkedIn Frequently
Twitter	Twitter Never	Twitter Rarely	Twitter Sometimes	Twitter Frequently
Facebook	Facebook Never	Facebook Rarely	Facebook Sometimes	Facebook Frequently
Slideshare	Slideshare Never	Slideshare Rarely	Slideshare Sometimes	Slideshare Frequently
Pinterest	Pinterest Never	Pinterest Rarely	Pinterest Sometimes	Pinterest Frequently
Google+	Google+ Never	Google+ Rarely	Google+ Sometimes	Google+ Frequently
Email	Email Never	Email Rarely	Email Sometimes	Email Frequently

Question Title

* 10. How would you rate the job B2B solution providers typically do in organizing and presenting relevant content on their web sites?

Excellent

Good

Average

Poor

Question Title

* 11. How would you like to see B2B vendors organize the content on their web sites?

(check all that apply)

By vertical

By business role

By industry

By location

All of the above

Question Title

* 12. When researching a B2B purchase, how much time do you typically spend reviewing content in the following formats?

	< 5 minutes	5 - 10	10 - 20	20 - 30	30 - 60	> 60	N/A
White papers	White papers < 5 minutes	White papers 5 - 10	White papers 10 - 20	White papers 20 - 30	White papers 30 - 60	White papers > 60	White papers N/A
E-books	E-books < 5 minutes	E-books 5 - 10	E-books 10 - 20	E-books 20 - 30	E-books 30 - 60	E-books > 60	E-books N/A
Webinars	Webinars < 5 minutes	Webinars 5 - 10	Webinars 10 - 20	Webinars 20 - 30	Webinars 30 - 60	Webinars > 60	Webinars N/A
Podcasts	Podcasts < 5 minutes	Podcasts 5 - 10	Podcasts 10 - 20	Podcasts 20 - 30	Podcasts 30 - 60	Podcasts > 60	Podcasts N/A
Infographics	Infographics < 5 minutes	Infographics 5 - 10	Infographics 10 - 20	Infographics 20 - 30	Infographics 30 - 60	Infographics > 60	Infographics N/A
Case studies	Case studies < 5 minutes	Case studies 5 - 10	Case studies 10 - 20	Case studies 20 - 30	Case studies 30 - 60	Case studies > 60	Case studies N/A
Videos	Videos < 5 minutes	Videos 5 - 10	Videos 10 - 20	Videos 20 - 30	Videos 30 - 60	Videos > 60	Videos N/A
Interactive presentations (e.g. Brainshark)	Interactive presentations (e.g. Brainshark) < 5 minutes	Interactive presentations (e.g. Brainshark) 5 - 10	Interactive presentations (e.g. Brainshark) 10 - 20	Interactive presentations (e.g. Brainshark) 20 - 30	Interactive presentations (e.g. Brainshark) 30 - 60	Interactive presentations (e.g. Brainshark) > 60	Interactive presentations (e.g. Brainshark) N/A
Blog posts	Blog posts < 5 minutes	Blog posts 5 - 10	Blog posts 10 - 20	Blog posts 20 - 30	Blog posts 30 - 60	Blog posts > 60	Blog posts N/A

Question Title

* 13. What recommendations would you make to improve the quality of the content created/provided by B2B vendors?

	Disagree	Somewhat agree	Strongly agree
Condense content to be shorter	Condense content to be shorter Disagree	Condense content to be shorter Somewhat agree	Condense content to be shorter Strongly agree
Don’t overload content with copy/small print	Don’t overload content with copy/small print Disagree	Don’t overload content with copy/small print Somewhat agree	Don’t overload content with copy/small print Strongly agree
Curb the sales messages	Curb the sales messages Disagree	Curb the sales messages Somewhat agree	Curb the sales messages Strongly agree
Focus less on product specifications and more on value	Focus less on product specifications and more on value Disagree	Focus less on product specifications and more on value Somewhat agree	Focus less on product specifications and more on value Strongly agree
Use more data and research to support content	Use more data and research to support content Disagree	Use more data and research to support content Somewhat agree	Use more data and research to support content Strongly agree
Make content easier to access (e.g. shorter forms)	Make content easier to access (e.g. shorter forms) Disagree	Make content easier to access (e.g. shorter forms) Somewhat agree	Make content easier to access (e.g. shorter forms) Strongly agree

Question Title

* 14. Which of the following types of content do you give more credence to?

	Never	Rarely	Sometimes	Frequently
Branded directly from a vendor	Branded directly from a vendor Never	Branded directly from a vendor Rarely	Branded directly from a vendor Sometimes	Branded directly from a vendor Frequently
Authored by a third-party publication or analyst and sponsored by a vendor	Authored by a third-party publication or analyst and sponsored by a vendor Never	Authored by a third-party publication or analyst and sponsored by a vendor Rarely	Authored by a third-party publication or analyst and sponsored by a vendor Sometimes	Authored by a third-party publication or analyst and sponsored by a vendor Frequently
Co-branded content	Co-branded content Never	Co-branded content Rarely	Co-branded content Sometimes	Co-branded content Frequently
Peer reviews/user-generated feedback	Peer reviews/user-generated feedback Never	Peer reviews/user-generated feedback Rarely	Peer reviews/user-generated feedback Sometimes	Peer reviews/user-generated feedback Frequently

Question Title

* 15. Please describe your preferences for the following general content types.

	Strongly prefer	Somewhat prefer	Rarely prefer
Predictive content (e.g. “The Future Of…”)	Predictive content (e.g. “The Future Of…”) Strongly prefer	Predictive content (e.g. “The Future Of…”) Somewhat prefer	Predictive content (e.g. “The Future Of…”) Rarely prefer
Prescriptive content (e.g. “7 Steps To…” or “3 Tips For…”)	Prescriptive content (e.g. “7 Steps To…” or “3 Tips For…”) Strongly prefer	Prescriptive content (e.g. “7 Steps To…” or “3 Tips For…”) Somewhat prefer	Prescriptive content (e.g. “7 Steps To…” or “3 Tips For…”) Rarely prefer
Conversational content (e.g. Executive Q&A)	Conversational content (e.g. Executive Q&A) Strongly prefer	Conversational content (e.g. Executive Q&A) Somewhat prefer	Conversational content (e.g. Executive Q&A) Rarely prefer

Question Title

* 16. Which types of content assets are you willing to register for and share information about you and/or your company?

	Expect to access without registration	Will share basic info (name, company and email)	Will provide more detailed info on buying plans
White papers	White papers Expect to access without registration	White papers Will share basic info (name, company and email)	White papers Will provide more detailed info on buying plans
E-books	E-books Expect to access without registration	E-books Will share basic info (name, company and email)	E-books Will provide more detailed info on buying plans
Webinars	Webinars Expect to access without registration	Webinars Will share basic info (name, company and email)	Webinars Will provide more detailed info on buying plans
Podcasts	Podcasts Expect to access without registration	Podcasts Will share basic info (name, company and email)	Podcasts Will provide more detailed info on buying plans
Infographics	Infographics Expect to access without registration	Infographics Will share basic info (name, company and email)	Infographics Will provide more detailed info on buying plans
Case studies	Case studies Expect to access without registration	Case studies Will share basic info (name, company and email)	Case studies Will provide more detailed info on buying plans
Videos	Videos Expect to access without registration	Videos Will share basic info (name, company and email)	Videos Will provide more detailed info on buying plans
Interactive presentations	Interactive presentations Expect to access without registration	Interactive presentations Will share basic info (name, company and email)	Interactive presentations Will provide more detailed info on buying plans

Question Title

* 17. Company title:

C-level

VP level

Director

Manager

Question Title

* 18. Industry:

Tech/Enterprise IT

Telecom

Financial Services

Media/Internet

Manufacturing

Professional Services

Healthcare

Business Services

Publishing

Other

Question Title

* 19. What is your age?

21 - 29

30 - 39

40 - 49

50 - 59

60+

Question Title

* 20. Enter your contact information to receive a free copy of the survey results and enter to win a FREE Content2Conversion pass – a $495.00 value!

Name:

Title:

Company:

Email:

Question Title

* 1. Compared to a year ago, do you now rely more or less on content to research and make B2B purchasing decisions?

Question Title

* 2. Where do you go to begin the process of researching a B2B purchasing decision? (Rank select your top three responses.)

Question Title

* 3. Which types of content have you used during the past 12 months to research B2B purchasing decisions? (check all that apply)

Question Title

* 4. What do you feel are the most valuable online content formats for researching B2B purchases? (rate on a scale of 1 to 5 with 1=most effective)

Question Title

* 5. Please rank the following channels or sources you use to find relevant content for making B2B purchasing decisions: (rate on a scale of 1-5 with 1=most valuable)

Question Title

* 6. What devices do you use, and how often, to access business-related content? (rate all that apply)

Question Title

* 7. How have your B2B content consumption habits changed over the past year?

Question Title

* 8. I share the following content types with my colleagues. (check all that apply)

Question Title

* 9. I share content over the following channels:

Question Title

* 10. How would you rate the job B2B solution providers typically do in organizing and presenting relevant content on their web sites?

Question Title

* 11. How would you like to see B2B vendors organize the content on their web sites? (check all that apply)

Question Title

* 12. When researching a B2B purchase, how much time do you typically spend reviewing content in the following formats?

Question Title

* 13. What recommendations would you make to improve the quality of the content created/provided by B2B vendors?

Question Title

* 14. Which of the following types of content do you give more credence to?

Question Title

* 15. Please describe your preferences for the following general content types.

Question Title

* 16. Which types of content assets are you willing to register for and share information about you and/or your company?

Question Title

* 17. Company title:

Question Title

* 18. Industry:

Question Title

* 19. What is your age?

Question Title

* 20. Enter your contact information to receive a free copy of the survey results and enter to win a FREE Content2Conversion pass – a $495.00 value!

* 2. Where do you go to begin the process of researching a B2B purchasing decision?

(Rank select your top three responses.)

* 3. Which types of content have you used during the past 12 months to research B2B purchasing decisions?

(check all that apply)

* 4. What do you feel are the most valuable online content formats for researching B2B purchases?

(rate on a scale of 1 to 5 with 1=most effective)

* 5. Please rank the following channels or sources you use to find relevant content for making B2B purchasing decisions:

(rate on a scale of 1-5 with 1=most valuable)

* 6. What devices do you use, and how often, to access business-related content?

(rate all that apply)

* 8. I share the following content types with my colleagues.

(check all that apply)

* 11. How would you like to see B2B vendors organize the content on their web sites?

(check all that apply)