10 Content Categories for the Research Phase of your B2B Buyer’s Journey

Two stats that I’ve read recently which rocked my whole concept of how a sales cycle should go are: 

 77% of B2B buyers conduct extensive research online before speaking to a salesperson. 

And, 57% to 70% of the buyer's journey is completed by the time they reach out to sales.

If you’re finding that your prospects are better informed about the solution you offer then this is probably why. 

If these stats are true then it’s more important than ever to review and further develop your content library.  

There are a couple of reasons for this;

1. You want your website to be the authority on the solution you sell where you answer all the prospect’s questions and ideally keep them from spending too much time on a competitor’s website.

2. Controlling the narrative.  If you have quality content to satisfy your prospect’s research endeavor then you have the opportunity to tell the story of your solution on your terms.  By presenting the perspective that “This is the way ABC Company delivers its solution” then your readers may start to follow your way of thinking, further differentiating you from your competition.

When developing your content library you want to provide the types of content that your prospects are looking for, here are 10 examples of content categories that you should make available to those researching the solution you offer: 

1. Product/Service Details

Buyers want to know the specifics of what your company offers. This includes:

• Features, benefits, and technical specs of products or services.

• Pricing information, or at least a clear understanding of the pricing model (even if not explicit, ranges or pricing structure help).

• Use cases tailored to their industry or business size.

2. Case Studies & Success Stories

Real-world examples of how your product or service has solved similar challenges for other companies are highly valuable. This helps buyers:

• Understand how your solution has been applied.

• See potential ROI or business impact.

• Build confidence in your ability to deliver results​(

3. Customer Testimonials and Reviews

Buyers are looking for social proof from other customers:

• Testimonials and reviews, especially in similar industries.

• Third-party reviews on platforms like G2 or Trustpilot.

• Detailed insights into customer satisfaction and problem resolution.

4. Educational Content

Buyers want to self-educate before engaging with a vendor, so educational content is crucial:

• White papers, industry reports, and research studies that provide in-depth knowledge on topics relevant to their decision.

• Blogs or articles addressing common pain points or industry trends.

• Webinars, videos, or podcasts that offer expert advice or explain how to solve specific business problems​.

5. Comparison Guides

Buyers often evaluate multiple vendors, so offering comparison guides or competitor comparisons can help buyers see why your solution stands out. This could include:

• Comparisons of features, pricing, and benefits versus competitors.

• Pros and cons of different approaches or solutions.

6. FAQs

A comprehensive Frequently Asked Questions section to help address common concerns or uncertainties about:

• Implementation.

• Support options.

• Whatever the top 5 or 10 questions your prospects usually ask should be presented in your FAQ

7. Thought Leadership and Industry Expertise

Buyers want to engage with companies that are seen as experts in their field:

• Publishing thought leadership articles or hosting webinars on industry trends, challenges, and solutions.

• Showcasing partnerships with recognized industry bodies or influencers.

8. Technical Documentation or Product Demos

Especially for complex products, technical documentation or on-demand demos allow buyers to understand the intricacies of your product:

• Step-by-step guides, user manuals, and setup guides.

• Video tutorials or virtual product tours.

9. Company Information

Buyers want to ensure the company they’re engaging with is reputable and reliable:

• Information on your company’s history, mission, values, and leadership team.

• Certifications, awards, and any relevant regulatory compliance information.

10. Sustainability and Corporate Social Responsibility (CSR)

Many buyers also prioritize companies that align with their values:

• Information on environmental practices, sustainability efforts, or social responsibility initiatives.

These types of content ensure that by the time a buyer reaches out to your sales team, they are well-informed and confident in your ability to meet their needs.