How The Attention Economy Is Changing B2B Content Strategies

In B2B, we all know that decision-makers like company leaders and C-level executives are short on time. They don’t have the luxury of sitting through long, complicated content. They need quick, clear information they can easily share with their team.

Because of this, old content strategies don’t work as well anymore. Marketers now have to find new ways to connect with their audience. According to the 2024 Content Preferences Benchmark Survey, buyers prefer short, simple, and shareable content, rather than lengthy or complex pieces.

So, how do marketers adapt to this change? Let’s explore what’s happening and how to stay ahead.

Is content still king in the B2B industry?

Content in B2B is crucial because it helps potential customers understand the product or service, keeps them engaged, and builds trust. Good content presents your company as an industry expert and attracts searchers looking for valuable information.

Interactive content, like webinars and podcasts, has also become popular because it offers a more engaging and personalized experience.

But creating content that connects with your audience isn’t easy. You need to know what they care about, what they want to learn, and which channels they will most likely use. That’s where data becomes essential. Marketers need accurate, well-organized data to understand their audience and deliver what they need.

Another significant factor is the buying group. More people are involved in making decisions these days, so your content has to speak to everyone, not just one person. It used to be simpler when you only had to target one buyer, but now 10-20 people could be involved, from HR to procurement, all with different goals. Having content that addresses their various needs is a must. 

By the way, when we asked about the content that’s most valuable in the early stages of the buyer’s journey, respondents pointed to:

Shareability: A Key Factor in Content Success

Buyers are taking control of their research. They’re not waiting for salespeople to guide them—they want to make decisions quickly and independently. This is why marketers must give them content that’s easy to digest and packed with value.  

People aren’t just looking for content they can read—they want content they can easily share with their team and on social media. Shareability is a key factor in content success. 

According to the "2024 Content Preferences Benchmark Survey," 72% of buyers shared content with their colleagues, helping spread useful information across their companies. LinkedIn is the most popular platform for this, with 84% of buyers using it to share content.

When asked about the key drivers that would encourage them to share content, the respondents pointed to:

Marketers need to include features like shareable links and mobile-friendly designs to make sharing even easier. With more people consuming content on their phones, content that’s easy to share from any device is a must. If content is hard to access or share, buyers might skip it altogether. So, making sure your content is optimized for both mobile use and easy sharing should be a top priority for any successful content strategy.

Buyers Want Data-Backed Insights, Not Sales Pitches

B2B buyers today don’t want to be hit with a sales pitch—they want real information. They’re seeking content backed by solid data, research, and expert opinions. The "2024 Content Preferences Benchmark Survey" found that 48% of buyers value insights from industry experts (thought leadership content). They trust these voices to help them make smarter decisions.

In the B2B world, this kind of content helps a brand shine as a trustworthy authority, which builds trust with decision-makers and encourages them to engage with the brand.

In today’s attention economy, where our eyes and ears are bombarded with information, thought leadership seems like a beacon. Its new ideas and useful tips are like a knife through the butter, enabling it to successfully interact with people and provoke important discussions.

For instance, articles in well-known publications like Forbes or Harvard Business Review feature industry experts discussing trends and solutions, making them great resources for decision-makers.

For example, the most common gated assets that prospects and buyers will register for are:

By focusing on sharing ideas rather than just pushing products, businesses can connect with their audience on a personal level, address their challenges, and provide real help.

Adapting Content for Different Stages of the Buyer’s Journey

Not all buyers seek the same content at every stage of their journey. Their content needs to change depending on their stage of decision-making.

In the early stages, buyers are just starting to explore their options. At this point, they’re looking for general information, so things like blog posts and news articles work best—72% of buyers find this type of content helpful early on.

Buyers want more detailed and practical content as they move closer to deciding. Late-stage content like case studies, product demos, ROI calculators, and user reviews becomes critical—77% of buyers rely on these formats when they’re ready to decide. By understanding these different needs, marketers can create the right content for each journey stage, guiding buyers smoothly from interest to action.

The Role of Long-Form Content in Demand Generation

Even though short-form content is super popular, long-form content still has an important role, especially when buyers are just starting their journey. Quick content grabs attention, but long articles give the deeper insights buyers need when doing their initial research.

High-quality, detailed articles in reputable media help show that your company is trustworthy and an expert. This content helps educate buyers and guide them as they look for solutions. That’s where Medialister can help—we make sure your articles get published in the right places so they reach the right audience. While short content is great for quick reads, long-form content is still key to building a solid foundation early in the buyer’s decision-making process.

Conclusion

Getting attention these days is more complex than ever. Buyers are busy researching and want quick, helpful content they can easily share with their teams.

Businesses must create short, data-driven content that offers real value without feeling like a sales pitch. Whether through short articles, videos, or mobile-friendly content, the goal is to make it simple for buyers to read and share. But don’t forget that longer, in-depth articles matter, especially early on, as they help build trust and show expertise.

Marketers can stay relevant and build stronger relationships that lead to business growth by focusing on what buyers want and need.