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 recent 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:
Go to the full survey results to see more data.