The Internet is without question the primary tool for seeking information. Therefore digital content is the dominating source that consumers turn to for research and decision making these days. As a boutique pr firm we are always paying attention to the consumer market for our clients and how they are responding and engaging with digital content.
In an ever-changing digital landscape, the data is always evolving. BusinessWire recently issued an article that shed light on the relationship consumers currently have with digital content. With such a high volume of content, InPowered issued Nielson to conduct a study to address the question, “how do consumers cut through the noise?”
The Consumer’s Relationship With Digital Content
First, they present some valuable statistics that illustrate the largest components important to the consumer market.
“85 percent of consumers regularly or occasionally seek out trusted expert content – credible, third-party articles & reviews – when considering a purchase
69 percent of consumers like to read product reviews written by trusted experts before making a purchase
67 percent of consumers agree that an endorsement from an unbiased expert makes them more likely to consider purchasing”
It is clear from these numbers that the majority of consumers are seeking sources that they deem credible and trustworthy. When generating content it is important to focus not on the quantity or frequency but rather that it reflects expertise and reliability. Engaging with the consumer and building relationships will benefit your branding and sales more than targeting the masses.
The article leaves the reader with a simplified and direct takeaway.
“Build trust, cut through the noise – Begin with trusted content from credible, third-party experts in order to establish a foundation of trust with the consumer
Share your story – Once trust is established, utilize branded content to further connect and engage
Continually reinforce, Stay above noise – Maintain your efforts by encouraging customers to generate user reviews, and by continuously utilizing more trusted content”