Content Marketing is how people prefer to learn about your produce or service. 88% of consumers search for information before buying1. 70% consumers prefer to learn about new products through content, like blogs or podcasts, rather than advertising2.
And these eager consumer-slash-researchers are more likely to buy. For 60%, good content is the inspiration for them to check out a product3.
Content isn’t magic, and it doesn’t work in hit-and-run spurts. Not every content piece is about buy now or donate now. Content is about providing valuable information, building your authority, and creating affinity between you and your audience.
If your audience finds your content useful, they will be more likely to buy — or donate if you’re a nonprofit.
- eCommerce Foundation, https://www.pymnts.com/news/retail/2018/omichannel-ecommerce-consumer-habits/
2. Content Marketing Institute, https://contentmarketinginstitute.com/wp-content/uploads/2016/01/NEOMG_Whitepaper_final_11-10-15_lk.pdf