Infographic: The most effective content is the voice of the Customer.

Jonathon Wolfe - February 2, 2012

We all want to produce the most effective, convincing marketing content we can. But what source produces the most convincing content — 3rd-party analysts, what your current customers say, or content you write yourself? We set out to answer that question in our State of B2B Content Marketing Survey.

Not surprisingly, both 3rd-party analysts and the voice of the customer were considered more effective than content written in-house.

What was really interesting, however, was the degree to which the voice of the customer was considered to be more effective than even content sourced from 3rd-party analysts. (By “voice of the customer”, we’re referring to things like case studies, customer testimonials, videos, etc.)

In all, 94% of respondents rated content sourced from customers as Very Effective or Extremely Effective, vs. 54% for content sourced from 3rd-party analysts.

Here’s a quick infographic we made that illustrates our findings:

Voice of the Customer

Go to the full survey results to see more data.

Jonathon Wolfe

Jonathon Wolfe is VP of Product at TechValidate. He leads all aspects of TechValidate product design, functionality, and user experience. You can follow Jon on Twitter at @tv_jon.

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