Why Business Buyers Are Relying More On Third-Party Content

B2B buyers are increasingly turning to third-party content to guide their purchasing decisions. In fact, Gartner estimates that up to 60% of buyers will seek out content from independent sources before making a purchase by 2025.

This content includes independent reviews, expert blogs, and industry reports that offer valuable insights from external sources. As a result, it provides an unbiased perspective that company-generated materials may lack.

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With the overwhelming amount of online information, business buyers rely on this impartial content to make more informed, confident choices. As trust becomes a critical factor in decision-making, the importance of neutral, authoritative sources is growing.

Third-party content could shape the future of B2B sales. This article examines why third-party content is becoming a go-to resource for businesses and why leveraging it can generate growth.

Quick Takeaways

• Business buyers are doing more research on their own, using third-party content like reviews, blogs, and reports.

• Buyers trust third-party content more because it’s perceived as unbiased and credible compared to company-produced materials.

• Third-party content, such as case studies, expert recommendations, and peer reviews, helps buyers make more informed decisions.

• Partnering with trusted third-party platforms boosts a brand’s credibility and extends its reach to new audiences.

Who’s Reading Third-Party Content?

You’ll need to direct the third-party content you order toward specific people in the organizations you’re targeting. The three primary content-sharing circles include:

• From the Middle Out: Tactically focused executives make content sourcing and purchase decisions, but senior management is involved in the process.
• From the Bottom Up: Junior or mid-level managers source primary content and share it upstream with members of senior management, who then make the final purchase decision.
• From the Top Down: Senior management consumes content. From there, they send information downstream for product identification and final purchase and execution.

The goal is to get the attention of a specific sharing circle so they can pass the content or a summary of it along to decision-makers within the organization. From there, you can generate sales.

Things You Should Know About Third-Party Content

Before investing in an expert blog post or a white paper by an industry insider, learning as much as possible about third-party content and its influence is advisable. Some information you should have includes:

• Objectivity Trumps Push Messaging Every Time: Buyers seek thought leadership from third parties but still expect facts and data-driven insights from vendors to help make critical vendor selection decisions.
• The 5 Most Sought-After Content Types: Comprehensive industry/category surveys and studies, technical details about products and solutions, analyst reviews or recommendations, expert-originated content with supporting facts and research, and content published by third-party sources.
• Buyers Want to Get Smarter, and Not Just Smarter About You: Buyers typically use content to identify best practices and best-of-breed solutions. They also want to determine where to achieve competitive differentiation and set a strategic agenda.
• Content Impacts Customer Lifetime Values: Content influences add-on buying decisions or supplemental purchases following the initial contract. Many buyers use digital content to identify complementary or add-on products. This third-party content can also encourage buyers to maintain a vendor relationship or become an advocate for the vendor’s products or services.

You’ll also want to figure out how often to use third-party content. A good mix of various content types works best:

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Once you understand the basics of third-party materials, you can begin looking at why it works so well.

The Rise of Informed Buyers

B2B buyers only spend money if it will provide a return. As a result, these buyers want more information than ever before.

Buyers Are Doing More Independent Research

In the past, business buyers relied heavily on sales teams to provide product information and guide their decisions. However, with the wealth of online information, buyers are taking matters into their own hands.

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They now conduct thorough independent research, leveraging third-party content such as blogs, reviews, and industry reports to gather insights before purchasing. This shift allows them to explore more options and make better-informed choices.

The Role of Trust in the Buying Process

Trust is crucial in buying decisions, and third-party content plays a significant role in building that trust. Since third-party content comes from external, unbiased sources, buyers perceive it as more credible than content created by a company trying to sell them a product.

Whether it’s an expert recommendation or a peer review, third-party content feels more authentic and less sales-driven.

Third-Party Content Informs Purchasing Decisions

Third-party materials offer real-world examples and comparisons that help buyers evaluate products or services. Case studies provide practical use cases, expert recommendations offer insights from industry leaders, and peer reviews give honest feedback from other customers.

Testimonials also allow buyers to see how a product performs in real-life scenarios, helping them make more confident decisions.

How Third-Party Content Impacts B2B Marketing

Increase in the Use of Third-Party Platforms in Marketing

As business buyers increasingly rely on third-party content for decision-making, companies have adapted their marketing strategies to align with this shift. Engaging with trusted third-party platforms means businesses can ensure their products and services are visible when buyers conduct research.

Collaborating with these platforms allows companies to showcase their offerings in a neutral, informative setting, which enhances credibility and trust with potential buyers.

Boosting Credibility Through Independent Voices

Partnering with respected third-party sources is a powerful way to strengthen brand credibility. When analysts, bloggers, or review sites with established reputations provide positive reviews or recommendations, it enhances the perceived value of a company’s products.

These independent voices serve as unbiased endorsements, helping businesses establish trust and develop authority in their industry.

Improving Visibility and Reach

Third-party content also helps businesses reach audiences they may not have direct access to under normal circumstances. Being featured on widely read platforms or reviewed by influential experts helps companies tap into new customer bases.

This expanded visibility allows businesses to engage with potential buyers who might not discover them through traditional marketing channels.

Investing in Third-Party Content

Third-party content is useful for buyers because it provides unbiased, credible insights that promote more informed and confident decisions. As buyers increasingly prioritize trust and transparency, leveraging third-party content can be a powerful strategy for businesses looking to connect with their audience.

Marketing Insider Group can generate the content you need with our Content Builder Services. This service helps you build trust with B2B buyers, increasing sales in the process. Contact Marketing Insider Group to learn more, or book a free consultation with our team.