Source: Economist Group / Peppercomm
Notes: Articles top the list of content forms that B2B executives have found most helpful for a business-related matter during the past 12 months, with 71% citing them among their top-3 most helpful. Next up are research reports or special reports (51%) and white papers or briefing papers (27%). These are not necessarily the most-used content forms, though; an accompanying survey of B2B marketers finds that while articles are the most common form of content created, newsletters and social media posts are next.
About the Data: The study is based on two surveys: one of 500 global business executives; and of 500 global marketers. Both groups hailed from a variety of industries.