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82% of Content Marketing Consumers Have Made Purchases of Company’s Products or Services

Content marketing can benefit both customers and businesses. According to the latest report from Clutch, two in three people who read content marketing see it as useful and valuable, while 39% admit that it makes them more likely to purchase company’s products or services.

Clutch surveyed 384 employees who read business-related content online in the previous week to find out how they identify and react to content marketing. According to the report, 60% of respondends recognize the most recent business content they consumed online as content marketing.

A decisive majority of people (86%) said they were confident they were able to recognize content marketing.

The main signals include: content being published on a company’s website (27%), linking back to a specific company (21%), including the company in the author’s bio (21%) or discussing company’s products or services (19%).

67% of respondents said that content marketing was useful and valuable, while 33% considered it to be biased and ureliable.

The most important features of high-quality content include originality, narrative, discussion of common customer issues, actinable tips for consumers and high-quality external sources.

More than a half of respondents (53%) said that they were more likely to revisit the company’s website after consuming content. 50% are more likley to research company’s products or services, while 39% – to purchase company’s products or services. More than 8 in 10 people have purchased a company’s products or services as a result of consuming content marketing.

Michał Pasternak

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