New Original Research Reveals How Businesses Use Content During the Purchasing Process

SmartBrief and Content Marketing Institute Release New Survey That Shows Decision-Makers Want Content That Speaks to Their Needs

WASHINGTON, D.C. –  Business leaders across industries actively seek niche content to inform their purchasing decisions. That’s a key finding in a new survey conducted by SmartBrief and the Content Marketing Institute.

The May 2017 online survey captured key insights from 1,200 senior-level business leaders across SmartBrief publications in 18 different industry verticals. It found that the three most important qualities business leaders look for in content when making purchase decisions is that it:

• Addresses their specific needs and pain points

• Provides product/service specifications

• Is more educational than promotional in nature

Forty-percent of respondents said the source of the content doesn’t matter, as long as the information is credible.

Respondents ranked peer recommendations (80%) and original research (74%) as the most influential information sources they review during the buying stage. Other types of content respondents ranked highly were product reviews (58%), in-person events (55%), product demos (55%), vendors’ websites (50%), third-party product reviews (48%), case studies (43%), and educational webinars (42%).

To download and view the full report, visit:

Other Key Highlights:

• 81% of decision-makers conduct research before involving manufacturers or vendors

• 66% of decision-makers collect information from sources other than the vendor

• The top two ways colleagues share information while making purchasing decisions are via email (82%) and during conversations/conference calls (64%).

About SmartBrief
Serving nearly 6 million senior executives, thought leaders and industry professionals, SmartBrief is the leading digital media publisher of targeted business news and information by industry. By combining technology and editorial expertise, SmartBrief delivers the most relevant industry news – curated daily from thousands of sources – in partnership with leading trade associations, professional societies, nonprofits and corporations. Using industry expertise and an engaged network of readers, SmartBrief’s content marketing offerings cut through the clutter and provide real solutions to targeted business needs.

About Content Marketing Institute
Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how to attract and retain customers through compelling, multichannel storytelling. CMI's Content Marketing World event, the largest content marketing-focused event, is held every September in Cleveland, Ohio, USA, and the Intelligent Content Conference event is held every spring. CMI publishes the bi-monthly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. Watch this video to learn more about CMI

Content Marketing Institute is organised by UBM plc.  UBM is the largest pure-play B2B Events organiser in the world.  Our 3,750+ people, based in more than 20 countries, serve more than 50 different sectors.  Our deep knowledge and passion for these sectors allow us to create valuable experiences which enable our customers to succeed.  Please visit for the latest news and information about UBM.