NetLine Corporation released its annual 2021 B2B Content Consumption and Demand report for marketers – a comprehensive review of previous year’s first-party content consumption and demand data. The report extracts and examines key insights into the behavior of millions of B2B buyers when consuming content, and equips marketers with the data-driven research needed to guide their content-generating marketing programs.
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The report on the consumption and demand of B2B content in 2021 for marketers focuses on consumption behavior from 2020 and examines a year in which we learned about COVID-19. The effects of the virus are covered throughout the report as it put a heavy load on B2B activity. Due to the lack of face-to-face events and virtual meetings, the impact of the pandemic resulted in an overall spike in consumption – particularly in webinars – resulting in a 22% year-over-year increase in content registrations. The biggest increase came in between February. 1-Sept. 30, 2020where consumption was 83% of the total registration volume of 2019.
In analyzing these more than 4.3 million registrations, NetLine uncovered three key elements needed to successfully market to B2B audiences in 2021 and beyond: Security, Predictability, and Simplicity. While the connective tissue between these three elements is trust (the backbone of any business relationship), COVID underscored the importance of these principles. The company believes that applying these elements will help B2B organizations better protect their ecosystems, anticipate future threats and opportunities, and ultimately attract their target customers.
NetLine reported a significant increase in total demand, but again found that the total time it took to consume the requested content skyrocketed, adding another hour and 12 minutes. Despite the additional time it took B2B professionals to consume their requested content initially, the time between additional content requests accelerated by 15%. This was the first year that these statistics took less time than the previous year.
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NetLine’s research has unearthed dozens of incredible insights into the behavior of B2B buyers. Here are some key highlights from this volume:
- While individual contributors were most likely to consume, 68% of total B2B content consumption was at or above the managerial level – a 2% year-over-year increase
- Webinar uploads increased 103%, with on-demand webinars generating 36% more registrations than live webinars
- Hospitals, clinics and medical practices registered 140.6% more content compared to the previous year
- Consumption at C-Level decreased by 3% year-on-year
NetLine Corporation CEO and Chairman Robert Alvin described the results of the company’s 2021 report as a defining moment in B2B content marketing. “With the year we’ve just passed and with millions of companies trying to navigate so much fear and ambiguity successfully, content marketing has become an integral part of B2B organizations around the world,” said Alvin . “NetLine’s strength lies in its unique ability to identify what the audience really wants. This report, when combined with our open lead gen marketplace and suite of buyer-level tools like Audience Explorer and Intent Discovery, shows how much we know about the needs and wants of target buyers. At a time when certainty cannot be taken for granted, we offer this to B2B marketers. “
NetLine is at the root of the largest content-centric lead generation platform, and thanks to first-party data sourced from B2B decision makers who are actively consuming content, it is perfectly positioned to understand the who, what, when, where and why of engagement with B2B Present content related to their purchasing decisions. With its unrivaled insights, NetLine’s 2021 Content Consumption Report takes the guesswork out of marketers by providing concrete insights into behavior to help make real-world decisions.