Content marketing is now king for driving sales, according to a new study by Clutch. The study found that 82% of consumers buy a product or service from a brand after reading or viewing an engaging article, infographic or video.
Content marketing can have a positive impact at various stages of the sales cycle, from awareness and search, to purchase and after-sale retention. More than half of respondents said that there was a greater chance of them returning to a brand’s website after consuming a piece of content hosted there, while 50% said that this content would make them more likely to research their products and services.
The sentiment that content is really making a difference for consumers is backed by another major takeaway. 67% of the 384 people polled said that they believe that content published by brands is “useful and valuable” and that it makes them more motivated to interact with them.
There should not be any shortcuts made during the creative process though, as the majority value high-quality, editorial output capable of addressing pressing concerns and issues.
Rebrandly’s Content Manager Louisa McGrath said in the report: “Readers are aware that [online business content] is created for marketing purposes, but appreciate brands that provide honest, reliable, high-quality content.”
Consumers becoming more aware of content marketing is not a problem though, as many are eager to consume it at different times of the day, across a variety of devices. The report noted that putting messages front and centre in multiple content formats is more convenient for audiences.
