Effectiveness of B2B content types in customer journey stages in North America 2018

This graph presents the most effective content types in demand generation during various stages of buyer's journey according to B2B marketers in North America as of July 2018. During the survey, 73 percent of respondents said they believed blog posts and articles were most effective in driving demand during customers early stage in the buying process.

Most effective content types in demand generation during various stages of buyer's journey according to B2B marketers in North America as of July 2018

Early stage (awareness/interest)Middle stage (consideration/intent)Late stage (evaluation/purchase)
Blog posts/articles73%21%6%
Case studies18%42%40%
E-books56%39%6%
In-person events35%33%32%
Interactive content46%46%8%
Podcasts57%35%7%
Videos54%4%6%
Webinars36%47%17%
White papers34%53%14%
Other36%37%27%
You need to log in to download this statistic
Register for free
Already a member?
Log in
Show detailed source information?
Register for free
Already a member?
Log in
Sources

Release date

October 2018

Region

North America

Survey time period

June and July 2018

Number of respondents

192 respondents

Special properties

among B2B marketers

Method of interview

Email survey

Supplementary notes

Question: In Which Stage of the Buyer’s Journey Is Each Content Type Most Effective When Used for Demand Generation Purposes?
Effective was defined as succeeding at moving leads/potential customers to the next stage (e.g., generating an initial inquiry, nurturing a lead through the buying process or convincing/persuading someone to make a purchase) based on your organization’s specific objectives.

Statista Accounts: Access All Statistics. Starting from $708 / Year
Basic Account
Get to know the platform

You only have access to basic statistics.

Premium Account
Your perfect start with Statista
  • Instant access to 1m statistics
  • Download in XLS, PDF & PNG format
  • Detailed references

$59 / Month *

Corporate Account
Full access

Corporate solution including all features.

* All products require an annual contract.
   Prices do not include sales tax.

Statistics on "Content marketing"

Further Content: You might find this interesting as well

Statista Accounts: Access All Statistics. Starting from $708 / Year
Learn more about how Statista can support your business.