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

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

by A. Guttmann, last edited Oct 16, 2018
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.
Show more

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%
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%
Download Settings Share
Download started
Please be patient - this may take a moment
by A. Guttmann, last edited Oct 16, 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.
Show more
Statista Accounts: Access All Statistics. Starting from $588 / 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

$49 / Month *

Corporate Account
Full access

Corporate solution including all features.

* All products require an annual contract.
   Prices do not include sales tax.
Leading companies trust Statista:
paypalgoogleadobepgsamsungtelekom
Related Studies: Available to Download in PDF or PPTX Format
Content marketing
Content marketing

All Information
in one Presentation

Content marketing

Everything On "Content marketing" in One Document: Edited and Divided into Handy Chapters. Including Detailed References.

Statista has been my savior on several occasions. The site is easy to maneuver and the data is in a format that can go right into a report or presentation.
Marlene Greenfield

Marlene Greenfield
Vice President, Hearst Magazines

Statistics on "Content marketing"
  • Overview
  • Marketer perspective
The most important statistics
  • Goals & tactics
  • Content customers
  • Consumer perspective
Discover Statista
Need help with using Statista for your research? Tutorials and first steps
Further Content: Statistics, Studies, and Topic Pages
Learn more about how Statista can support your business.
Do you have any questions about our business solutions?

We provide you with detailed information about our Corporate Account.