Without doubt, it's quality..  

As with most of us, B2B buyers are time poor and coupled with the proliferation of content available, it's not surprising they're feeling overwhelmed.  It's more important than ever to deliver great quality content targeted at your audience.

Influencers are becoming more and more important with B2B buyers wanting to source content from 'trusted' sources.

They're also looking for quick ways to consume that content; podcasts and infographics climbing in popularity.  Blog posts however, continue to be the 'go to' for most B2B buyers.

In this infographic from Uberflip, 76% of buyers want content backed up with more data and research so make sure that your content strategy is delivering value and not just filling space.

This article is a great read along with the Demand Generation report to review when you have more time.