Content consumption in the B2B space

It goes without saying that the way we consume content has changed a lot over the past few decades. If we turn back the clock 30 years, there was just a handful of ways to do it - TV, film, books, radio…the Internet wasn’t really in widespread use at that point.

But now? It’s a whole different ballgame. There’s an almost endless variety of ways to consume content - and that holds true for the B2B space as well.

So how are today’s B2B audiences getting their content? Let’s look at some widely-used channels:

First we’ve got video - arguably one of the most popular content vehicles of the moment. With attention spans dwindling fast, video is ideal to capture the interest of sales prospects, whether it’s in the form of explainer videos, product demos, or thought leadership content.

Then there are podcasts - the rise of podcasts has been stratospheric throughout the world in general, and the story is no different in the B2B space. In an era where busy professionals are constantly multitasking, industry podcasts with in-depth insights, interviews and discussions hold a huge advantage - they allow listeners to become enlightened on the go.

Audiobooks are another popular tool for content consumption, with similar advantages to podcasts - people can listen to audiobooks on commutes, during workouts, while eating meals. They’re essentially a seamless transition from working to learning, which makes them ideal for self-improvement.

On the traditional side of things, we’ve got print media - newspapers, magazine articles, online blogs. While newer formats might have the popularity edge, classic print formats remain a trusted source of B2B information for many. Professionals still appreciate well-researched articles from proven sources that delve into industry trends, analysis, and best practices.

Finally, there’s the ever-growing beast that is social media. In the B2B space, social media platforms like LinkedIn and X (formerly Twitter) reign supreme. Professionals can engage with a wide range of content, including industry news and updates, video content, and (most popularly these days) thought leadership articles.

So what’s the upshot of all this? That today’s companies need to adapt to these changing consumption habits to effectively reach B2B audiences. The best way to do this is with a well-rounded content strategy - one that incorporates video, podcasts, social media, traditional print, and more. Only by embracing all of the various methods to deliver content will companies amplify their reach and engagement, and win more business.