In partnership with Universal McCann, a media service firm, KnowledgeStorm conducted some interesting research last year to start to understand whether blogs have joined other highly-rated, but more traditional tactics (demos, Webcasts, white papers, etc.) as an effective way to communicate and attract high-quality prospects in the B2B space.
The survey was fielded via the KnowledgeStorm Web site and generated over 4,500 responses from business and IT professionals across a variety of job titles, vertical industries, and company sizes.
It examined blogging topics that included reader behavior, credibility, value, and impact on purchasing decisions, along with challenges and opportunities.
It also explored RSS preferences and behaviors (something that more of we
The executive summary concluded the following:
“By all accounts, blogging has transformed the Internet into a true democracy, where millions of people can have their voices heard….The new, live Web now offers users a true ‘experience’ where they not only gather information, but also generate, disseminate, and interact with it.
“Blogs are now commanding a powerful presence within the B2B marketplace, as demonstrated by the large number (80%) of respondents in this report who already take advantage of this technology. With their ability to offer relevant content and generate immediate feedback, in the form of comments and posts, blogs give marketers the perfect opportunity to generate demand, nurture leads, and stay connected with customers.”
Some specific sound bites:
- Among survey respondents, 80 percent claimed to be blog readers, with 51 percent reading blogs at least once a week.
- Technology topics drew slightly more interest than business topics on blogs, with 53 percent of respondents saying they read blogs weekly for business information while 57 percent read them for technology topics.
- Referrals from blogs are high: 70 percent of respondents recommend or pass along content at least once a month.
- Blog content heavily influences IT purchase decisions. More than 53 percent said that the content they read in blogs affected their work-related purchasing decisions.
- Nearly half said they commented or contributed to blogs they read at least monthly, while 32 percent are considering starting their own blogs.
- 59 percent were "somewhat" to "very" familiar with RSS while 31 percent subscribed to RSS feeds or readers. However, 79 percent are accessing RSS feeds on specialized topics while only 36 percent are accessing blogs via RSS feeds.
Do you read blogs that influence your own perspective about products and services, B2B or otherwise?
Are they just another in a long line of inputs? More influential? Less influential?
What are you, kidding me? Who has time to read blogs???[Read More]