Personalization is a critical component of valuable thought leadership content. Buyers want to consume thought leadership content that can be personalized based on their needs and preferences. These needs and preferences change throughout each stage of their purchase journey. Most Valuable Content Types And Length Across Purchase Journey Short-form written content 74% Buyers expect an experience that is personalized to their needs and preferences.1 Learing about the solution Shortlisting vendors Selecting a vendor/ engaging with a vendor Engaging with a vendor after the sale Short-form video Short-form interactive tools Long-form video Short-form video Long-form video Short-form interactive tools Long-form written content Long-form video Long-form written content Short-form video Short-form interactive tools Short-form video Short-form interactive tools Long-form video Long-form written content Technology Buyer Purchase Journey 64% 59% 57% 54% 61% 58% 57% 54% 58% 58% 54% 52% 57% 55% 55% 54% Base: 767 respondents who are technology-buying decision-makers at global enterprises Note: Showing top 4 responses. Source: Forrester’s Content Preferences Study, 2023 11 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 10 1 Source: From One To Many: How To Maximize B2B Content Reuse, Forrester Research, Inc., June 9, 2022.
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