With the amount of content being consumed in the B2B buying process showing no sign of decreasing and the choice of content types growing, its a challenge for today's marketers to focus their resources on producing the right content for their potential customers.
Recent surveys have highlighted that Original Research is considered to be the most Effective content. I think this is because buyers benefit from the insights of their peers, and have more trust for data driven content over sales / product lead content.
Our research team and many of the technology publishers we work with can help brands produce data, insights and content from bespoke research in a short period of time using modest budgets. So I encourage all marketers to include research in their plans for 2017.
In fact, in a Demand Gen Report of how US B2B buyers thought content aimed at them could be improved, many suggested they wanted more insight from industry thought leaders (96%) and "less focus on product specifics and more focus on value" (92%).