A stat from a recent article on content marketing caught our eye.
“Consumers engage with 11.4 pieces of content on average prior to making a purchase.”
In the B2B world, buying journeys tend to run longer anyway, but consumers (B2B and B2C) are doing their homework these days. Studies show that 70-80% of people research a company online before visiting the small business or making a purchase with them.
Whether it’s leftover angst from the Great Recession or the availability of information today, it’s precisely why content marketing is so important.
Here’s a real-life example:
Recently, I stayed over in Park City, Utah, for a day after working a client’s conference in nearby Salt Lake City. On a whim, I decided to get a massage after spending the previous four days pounding convention center floors. I pulled up local spas on my phone, checking their hours, availability and services. Not surprisingly, I contacted the spas who had this information available online — not ones I had to call just to see if they were open. And the spas who had additional content available — more in-depth descriptions of their services, photos of their facility, online real-time availability, etc. — moved to the top of my list.
What does this have to do with content marketing? The information I sought was quality content created by (or for) these spas: descriptive services pages with quality photos, blog articles on the benefits of one type of massage over another, recommendations on how to maximize your spa-going experience. This is what consumers are looking for today before making a purchase or even contacting your company.
While I didn’t end up getting a massage, I did manage to take a break from technology and enjoy the magic of Park City. But not before I utilized even more content — a visitor’s guide from my condo, Park City Transit’s website — to plan my stress-free day.
We’re all consumers at some point, so don’t forget about your experiences as a customer when you put on your marketing hat. These experiences are valuable and can make us better marketing professionals, if we choose to use them.
How have you used content marketing to learn more about a business or make a purchase?
How do you use your experiences as a customer to become a better marketing professional?
What types of content do you prefer when researching a company or purchase?
A professional customer and marketing professional,