Content Fatigue -- Is It Real?

People have been saying content shock and content fatigue are becoming problematic and affecting lead generation programs. If people don’t care about reading your latest white paper or blog, your lead gen rates will suffer.

However, according to 38,000 B2B marketers who responded to the 2023 State of B2B Content Consumption and Demand study, published by NetLine, consumption keeps growing – up 19% last year, according to survey respondents:

• Ebooks – up 33%
• Guides – up 75%
• White Papers – up 21%

Actually, at GGC we’re partial to webinars as the most effective form of quality lead generation content, which the study confirmed: webinar registrations are 43.5% more likely to be correlated with a purchase decision within 6 months.

We are sensing that the old “white paper-lead form” format is becoming a bit stale. Given the declining attention spans that exist, moving content formats to interactive visuals and ebooks will likely prove to be more engaging and more effective going forward than yet another 4 page white paper pdf. Labeling them as primers and guides will also be an effective strategy. ?

Read our recent blog on creating content that Google will love (and lead to higher rankings!).