This LinkedIn sayonara message says it all.

Over the past several years, it’s been painfully evident to me as well as many other people that LinkedIn has become a sort of Potemkin Village regarding its professional groups.

While many groups boast enviable membership levels, there’s been precious little going on with them.

It’s almost as if the vast majority of people who signed up for membership in these groups did so only to be “seen” as being active in them – without really caring at all about actually interacting with other members.

And if any more proof were needed, try advertising your product or brand on LinkedIn.

Crickets.

Today I received the following message from Alex Clarke, digital content manager and moderator of the B2B Marketing LinkedIn group. You know them:  publishers of B2B Marketing, one of the most well-respected media properties in the marketing field.

We’ll let the Alex Clarke memo speak for itself:

What ever happened to LinkedIn Groups? What was once a bustling metropolis, teeming with valuable discussion and like-minded peers sharing success and insight has now become a desolate, post-apocalyptic wasteland – home only to spammers and tumbleweed. 

We’re sad, because, like many other groups, our 70,000+ strong LinkedIn community has become a stagnant place, despite constant love and attention and our best efforts to breathe life into its lonely corridors. 

That’s why we’re moving to a new home … Facebook: bit.ly/B2BGroupFB. 

We’re aiming to build a similar – and ultimately, better – community on this platform, with an eye on providing B2B marketers with a place to seek advice, share success, and connect with like-minded professionals in a well-moderated environment. 

We’ll still drop in to keep an eye on the LinkedIn Group, continuing to moderate discussions and approve new members, but much of our effort will be invested in building a brand-new community on Facebook. Many of you will already know each other, but please feel free to say hello!  We’re really excited to see where this goes, thanks for coming along with us.

So, while B2B Marketing will maintain a default presence on LinkedIn, what’s clear is that it’s abandoning that social platform in favor of one where it feels it will find more success.

Who knows if Facebook will ultimately prove the better fit for professional interaction. On the face of it, LinkedIn would seem better-aligned for the professional world as compared to than the “friends / family / hobbies / virulent politics / cat videos” orientation of Facebook.

Time will tell, of course.

Either way, this is a huge indictment of LinkedIn and its failure to build a presence in the cyberworld that goes beyond being a shingle for newly minted “business consultants,” or a place for people to park their resumes until the time comes when they’re ready to seek a new job.

It’s quite a disappointment, actually.

B-to-B Buyers: Who’s Engaging with What Content?

Different Types of ContentIn my work with manufacturing companies and other B-to-B firms, I’m often asked what type of informational content is the most worthwhile and valuable from a marketing standpoint and for attracting and converting customers.

The question is relevant for most companies because there are limits on marketing resources (both time and dollars), while the methods companies can use to communicate with their target audiences are far more extensive and varied than they were in the not-too-distant past.

The answer to the question about the best information content is always one of “degree” … because the most valuable piece of content for any single prospect or customer is the one that sparks him or her to buy.

And that one piece of critical content could be one of many things.

Helpfully, we now have a new survey that can help with a bit more quantification.  The research, which was conducted by content marketing firm Eccolo Media, surveyed technical buyers (engineers, managers and directors).

It’s a relatively small sample (fewer than 200 respondents), but the directional results are worth consideration.  I also think that the results can be applied to other B-to-B buyer types as well.

One finding that came as a bit of a surprise to me was that most buyers read just two to five pieces of content before making their decisions.

What kind of content do they consult most often?  Here’s what these respondents reported:

  • Product brochures and data sheets: ~57% consult this type of content
  • E-mail communiqués: ~52% consult
  • White papers: ~52%
  • Competitive vendor worksheets: ~42%
  • Case studies/success stories: ~42%
  • Technical guides: ~35%
  • Custom magazines/publications: ~35%
  • Video content: ~35%
  • Social media content: ~34%
  • Webinars: ~34% 

As for which of these types of content are considered the most worthwhile and influential to buyers, the ranking is somewhat different:

  • Product brochures and data sheets: ~39% rate as highly influential content (top five resources)
  • White papers: ~33%
  • Case studies/success stories: ~31%
  • Technical guides: ~23%
  • Competitive vendor worksheets: ~22%
  • Videos:  ~17%
  • E-mail communiqués: ~15% 
  • Social media content:  ~14%
  • Custom magazines/publications:  ~14%

The Eccolo Media report draws this conclusion from its research:

“Marketers have been good at producing large volumes of content, but not quality content and not the right type of content … The more content we produce, the more likely it is to fail.”

One thing the research clearlyshows is that companies need to spend more effort in collecting and publishing customer case examples and success stories, because those appear to have a disproportionately higher degree of influence over potential buyers — if only they are available to consult.

More broadly, the types of content that are of greater value to buyers tend to be the ones that require more time and effort to prepare.  The adage that “success is 20% inspiration and 80% perspiration” appears to apply to marketing content development as well.

More summary findings from Eccolo Media’s 2015 B2B Technology Content Survey Report can be accessed here.

What are your thoughts as to the relative merits of different types of content?  Whether you’re a B-to-B marketer or a B-to-B buyer, please share your thoughts with other readers here.