The 2025 B2B benchmark reported that short articles or posts were used by 92% of respondents, videos by 76%, case studies by 75%, long articles by 69%, and visual content by 57%. Respondents rated videos most effective at 58%, followed by case studies at 53% and e-books or white papers and research reports at 45% each.
Format table
| Format | Used | Rated effective |
|---|---|---|
| Short articles or posts | 92% | 43% |
| Videos | 76% | 58% |
| Case studies | 75% | 53% |
| Long articles | 69% | Not listed in source excerpt |
| Visual content | 57% | Not listed in source excerpt |
| Research reports | 36% | 45% |
The usage and effectiveness questions measure different things. A less-used format can still be useful for a specific audience or search intent.
Practical use
Use short Research pages to answer one query, then decide whether the evidence supports a visual, case study, or longer guide. Record the format, audience, intended action, and review result so the team learns from its own data.
FAQs
Should every research page become a video?
No. Choose a format when it improves comprehension or distribution for the intended audience.
Why publish a research report if only 36% used one?
The benchmark is descriptive. A smaller format category may offer a topical gap when the evidence is strong and the audience needs a citable answer.
Related Research
BusinessGrowthAssistant can help maintain the research queue, source log, and repurposing checklist.
Sources
- Content Marketing Institute and MarketingProfs, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025: https://contentmarketinginstitute.com/b2b-research/b2b-content-marketing-trends-research-2025