Content marketing impacts purchase decision, brand affinity and trust. New research from Conductor has illustrated the impact of education on purchase decisions as well as brand affinity. If the customer begins the journey down the sales funnel with educational content, they are 131 percent more likely to buy. 83 percent of people chose the educational content when they were asked which of the four brands they would by from. People also tended to think the brand was trustworthy.
- One study noted that when potential buyers were given four different brands to pick from, buyers chose the brand offering content that educated.
- The results were also long-range, as the cited product rose in perceived trustworthiness by almost ten percent, within a week of being chosen.
- There was a similar ten percent increase noted as to how positively, in general, potential buyers felt about the product as well.
“If the customer’s journey down the sales funnel begins with educational content, they are 131% more likely to buy.”