B2B buyers like infographics. According to Eccolo Media, 49 percent of B2B technology buyers ranked infographics as “very or extremely” influential in the technology purchase process. A 2014 Demand Gen survey also reported that aside from blog posts, B2B buyers are more likely to share infographics on social media than any other content type. 

According to Forbes, humans develop initial impressions of each other in just seven seconds. Should we approach or avoid that person? Are they trustworthy, competent, likeable? We make all these evaluations at lightning speed. When it comes to a website, our brains work even faster. A study in Behaviour & Information Technology found that it takes .05 seconds for us to form an opinion. So just like meeting someone for the first time, when it comes to your website, you better knock the socks off of people—and you have less than a second to do it!

Marketers have access to more data than ever before. Our business decisions depend on it—so much so that “Show me the data!” has become a rallying cry heard in nearly every discussion in which strategy, execution, or measurement is up for debate. Content, and its role in the buying process, is no exception.