According to survey data from Conductor, if the customer’s journey down the sales funnel begins with educational content, they are 131% more likely to buy.
When participants in the study were asked to choose between 4 different brands to buy from, 83.6% chose the brand that offered educational content.
After being surveyed a week later, 48% of participants chose the brand that published educational content.
In addition, a week out from reading the content, the number of participants who identified the brand as trustworthy rose from 64% to 73%.
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There was also an increase in the number of participants who rated their experience with the brand as positive – from 66% to 74%.
“Publishers are not permitted to encourage users to click on Google ads in any way. This includes implementing the ads in a way that they might be mistaken for other site content, such as a menu, navigation, or download links.”
Conductor goes on to point out that educational content creates a lasting impact, compared to other marketing efforts which tend to fade away as soon as a brand moves on to something else.
To learn more, the full research report can be downloaded here.