We frequently talk about how producing and promoting compelling marketing content can be a game-changer for companies looking to get the attention of the their target personas and gain more market share. But how, specifically, does content influence the purchasing process? A new report from the Content Marketing Institute and SmartBrief sheds a little light on the subject.
Survey Says… Content Works!
Content Marketing Institute and SmartBrief surveyed more than 1,200 SmartBrief subscribers across 18 verticals—people that have a hand in purchase decisions for their organization. Approximately 75 percent of those contacted held manager-level or higher positions. Both for-profit and nonprofit entities were included.
When asked, "What are the three most important qualities of content reviewed in the decision making process?" respondents gave as their top answers:
- Speaks to my specific needs and/or pain points (62%)
- Provides product/service specifications (57%)
- Is more educational than promotional in nature (43%)
The takeaway? Prospects want to know that you understand their challenges, and they want to understand how your product or service can address them, but without all the hype. The second bullet is an interesting one. We (rightly, I believe) steer our clients away from being too “features and benefits” focused in their marketing materials, but the survey is a good reminder that people do want to get the details on your offering. As always in content marketing, the key is how you deliver that information.
Another interesting question posed to survey participants looked to get at how content influences purchase decisions. The top three ways were:
- One-to-one peer recommendations (80%)
- Original research (74%)
- Product reviews (58%)
What you probably see here is that making your content highly shareable—and therefore more likely to be passed from one colleague to another—is critical. The fact that “original research” was so high on the list is very telling. It seems to indicate that in the ever-growing universe of marketing content, you first need be found, then you need to add something new and unique to the conversation. That takes significant time and effort, but it sure looks like it will pay off!
Keeping Current on Content Marketing
Content marketing is an extremely powerful approach to marketing, but one that is constantly evolving as the wants, needs, and preferences of content consumers continue to change. That’s why as one of the leading inbound marketing agencies in Springfield, MO, we are continuously “students” of our field, which allows us to help our clients stay ahead of the curve. The report referenced above is a fascinating peek inside the minds of purchasers. I encourage you to check it out. Then, our teams in Springfield, Olympia, and Colorado Springs are ready to talk with you about how your content can do an even better job of helping buyers reach their decisions in your favor.
