More Than 80% of People Have Purchased a Product or Service as a Result of Content Marketing, New Survey Finds

Aug 28, 2018

Content marketing significantly influences the decision to purchase a company's product or services, according to a new survey from Clutch, a B2B research, ratings, and reviews company. Eighty-two percent of people (82%) have purchased a product or service from a company as a result of consuming content published by a business online.

Besides boosting revenue and sales, content marketing benefits businesses by improving their SEO and helping them move potential customers through the sales funnel. The survey also revealed that people who interact with business content online recognize when the content is "content marketing," new survey finds. More than 80% of people bought a company's products or services after interacting with the company's content online, according to Clutch survey released today.

The survey found that 53% of people are more likely to revisit a company's website after consuming its content, and 50% are more likely to research a company's products or services.

People Know Content Marketing When They See It

People frequently encounter content marketing, or content published by a business online. Sixty percent of people surveyed (60%) identified the online business content they most recently encountered as content marketing. Additionally, nearly 90% of people are confident in their ability to identify business content online as content marketing.

People are becoming better at recognizing content marketing due to its popularity as a marketing strategy. They use a variety of cues to identify content marketing efforts. More than one-quarter (27%) say they notice when content is published on a company's website. They also notice when content links back to a company's website (21%), when the author includes the company in their bio (21%), or when the content mentions a company's products or services (19%).

People Who Read Content Marketing Are More Likely to Advance Through the Sales Funnel

People say they value content marketing and are often motivated to engage with a company after consuming its content. Two-thirds (67%) of those surveyed believe content marketing is “useful and valuable,” compared to 33% who believe content marketing is “biased and unreliable.”

People value content that is high-quality, such as articles or videos that directly address their concerns. Content marketing should also be transparent and disclose any company affiliations or promotional calls to action.

Clutch's 2018 Consumer Content Marketing Survey included 384 people who had consumed business content online in the past week.

Related Articles

According to the survey, the ability to maintain focus has actually improved over time. This demonstrates that the attention of business professionals can be captured for long periods of time with compelling content that includes great stories and interesting, gripping visuals.
Expansion of enterprise content marketing platform aggregates SEO, social trend, rank tracking, and share of voice data to help marketers optimize content for search.