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In the immortal words of the Spice Girls: "So, tell me what you want, what you really, really want..."

Yesterday Marketing Sherpa took them up on that and released some of the results from a February 2007 survey on content development and targeting. The survey comprised 3,979 responses collected from end users (3,257) and marketers (722). (The article, entitled New Research Data: What Content Do B-to-B Customers, Prospects Want to Read?, has open access for 7 days only.) For any B2B marketers, it is a must read.  Mark the week of March 19th on your calendars, as that is when the full results from the survey will be released and available as a free download at KnowledgeStorm’s Web site.

Matt Lohman, Director, Business Development, KnowledgeStorm Inc., is quoted as saying: “The quality of the leads has everything to do with how the message, positioning and format of the content resonates with their target audience, in addition to when and where marketers engage them.”

When marketers and end users were asked to rank what content interested them most, the results were thought-provoking:

While many respondents from both camps said case studies on how a product improved a company’s business process are the most interesting type of content, marketers picked such case studies by a 2-to-1 margin over the next most popular choice.

Contrast this with end-users: nearly as many said case studies, industry research, how-to guides and top-10 lists for improving their business were the most interesting type of content. This means that marketers might be seriously underestimating the value of research data, how-tos and other business advice as part of their content mix.

 Something to think about when reviewing your B2B site's content...

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