NetLine's 2024 Report Highlights Surge in Gated B2B Content Demand and AI Engagement

NetLine Corporation has released its 2024 State of B2B Content Consumption and Demand Report, revealing a 14.3% year-over-year increase in the demand for gated content among B2B professionals. This report, based on an analysis of 6.2 million first-party content registrations, underscores the growing appetite for quality gated content and the critical role artificial intelligence (AI) plays in content engagement.

The report notes a significant uptick in demand for gated B2B content, a 77% rise since 2019, highlighting its effectiveness as a tool for capturing first-party intent signals amidst the decline of third-party cookies. Furthermore, it details a widening consumption gap, indicating an 8.8% increase in the time between content request and consumption over the past year. This trend suggests marketers should allow more time for content engagement before initiating follow-up actions.

Additionally, eBooks continue to dominate as the preferred content format, with a 34.5% increase in registrations and significant uptake among CEOs. The report also points towards high-growth areas such as Case Studies and Webinars, which are now being seen as strong indicators of purchase intent. Surprisingly, the demand for AI-related content has seen a fivefold increase, reflecting the burgeoning interest in AI technologies within the B2B sector.

David Fortino, NetLine's Chief Strategy Officer, emphasized the importance of high-quality, gated content, and buyer-level intent data in constructing effective content marketing strategies and refining sales processes. The report also introduces Audience Explorer and INTENTIVE, innovative tools providing real-time insights into content preferences and buyer behaviors.