70% of buyers say written B2B content such as whitepapers and case studies should be under five pages.

there’s an interesting finding in a study by PARDOT, which looked at how B2B buyers find content, and the content they prefer to read when making a decision. Whilst the finding that Google searches are the most common way to source information is not surprising, it’s interesting that the respondents said that B2B content should not be too long. In fact almost 3/4 wanted white papers case studies and similar content to be less than five pages long.

Sometimes it’s easy to think “more is more”, but from this research it’s clear that good succinct writing is the way to go in B2B.