According to a new study from NetLine and the CMO Council, roughly 27 percent of business-to-business consumers say that online content has a major impact on their ultimate choice between vendors. An additional 60 percent of the consumers reported that content has a moderate impact on their final choices.
Though this survey focused on B2B customers, the results can also be applied to B2C businesses as companies work to understand which online content strategies net the best results. Consider the following survey results:
- 47 percent of consumers are looking for in-depth information with a wide lens
- 39 percent of those surveyed wanted original ideas and fresh thinking
- 44 percent valued readable, easy to understand, and accessible content
- 43 percent disliked self-serving content that was blatantly promotional
- 50 percent avoided content that had too many requirements in place for download.
In some cases, the type of content presented can have a big impact on the way it is perceived by readers. Overall, 67 percent of people trusted whitepapers and reports from professional associations the most. An additional 48 percent of people trusted the results from customer case studies, and 40 percent wanted to receive independent product reviews before making their decisions.
As you begin to develop an online content strategy, it’s essential to make sure the information you publish is both relevant and helpful to your customers. Because online shoppers can find the details they need from any number of sources, the trick is to make your content stand out in terms of quality, depth, and creativity.
Content marketing is a long-term strategy that is designed to improve your brand’s reputation and build loyalty with your customers. Whether you’re publishing a blog, writing whitepapers, or sending out tips through social media, the information you disperse should always have the customer’s needs in mind. Avoid excessive advertising messages and focus instead on how each piece of content can benefit your audience.
At Red Crow Marketing, our team can help you develop a comprehensive content marketing strategy that focuses on the needs of your customers. We can write and distribute all types of content through a variety of channels so that your message reaches the groups you want to connect with. If you’re interested in learning more about how content marketing can widen your company’s reach and build loyalty with your customers, contact us at or call us at 417-889-1658.
A report on this study was originally published on June 3rd by Marketing Charts. You can read more about the survey and its findings here.