While Americans are bombarded with an enormous amount of content when researching a purchase, “consumers rely on credible, third-party content more than branded content or user reviews when making decisions,” according to TalkingNewMedia.
Citing data from a new Nielsen Report “The Role of Content in the Consumer Decision Making Process,” a source’s credibility and perceived lack of bias have a huge impact on the journey to purchase.
TNM cites some key pieces from the report that back this up:
- 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
So while brand-sponsored content marketing and native advertising are hot topics for marketers, consumers still rely on the “trust factor” to make a decision. And this should help inform marketers in their content creation.
“With so many companies spending so much money on content marketing, we wanted to clarify what kind of content is actually impacting consumers and helping them make their decisions,” said Peyman Nilforoush, co-founder and CEO of inPowered.
“This isn’t about disproving any particular type of content, it’s about identifying the most effective blend of content types to help effectively educate and inform consumers,” Nilforoush continued.
The bottom line is that consumers want real, credible content, preferably from journalists, not marketers. This type of content, TNM reports, “was the only content type to exhibit a strong lift in all 3 areas of the purchase cycle [familiarity, affinity, and purchase intent].”
Trust counts for a lot in the daily deluge of information.