NEWS: Relevant content more important than web design to digital success

Sixty-four per cent of the 118 marketers surveyed for B2B Marketing and Google’s newly published report selected ‘relevant content’ as one of the two most important areas of their digital work.

This was followed by having a ‘well designed website’ (46 per cent) and ‘prominence in search engine results pages' (44 per cent).

At the other end of the scale was ‘quality of mobile experience delivered’ selected by just 0.85 per cent of respondents.

Meanwhile, 'website quality' was flagged as the most important area of a brand's online presence from an internal perspective (selected by 43 per cent of respondents). 'Search performance' came second (17 per cent) and 'digital strategy' with 16 per cent of the vote.

“That marketers flagged content, website quality and search performance as being the three most important areas of focus highlights their commitment to inbound marketing,” said Alex Aspinall, head of content at B2B Marketing. “All three are essential components of building a successful inbound strategy, and bear further examination.”