A Scenic Tour of the Online World

Content Marketing’s Influence on Purchase Decisions

Friday, June 29th, 2012

Here’s a quote from content marketer extraordinaire Jay Baer about the growing importance of great content.

Near-universal internet access has created an era of self-serve information. Google’s Zero Moment of Truth http://www.zeromomentoftruth.com/ research shows that consumers digest more than 10 pieces of online information before making a purchase decision (up from just five a year ago). Companies must provide comprehensive content assets that inform, educate, persuade, and retain customers.

While resource-intensive, content marketing is fortunately quite efficient, as every piece of content creates an information annuity that continues to generate visibility and persuasion indefinitely. This is in stark contrast to advertising, whose benefits fade quickly if the media buy stops.

– Jay Baer (@jaybaer)

To paraphrase, your clients and customers are going to consume content before buying. You can contribute content and influence the conversation that’s playing in their head, or you can leave them to discover what they may on the intertubes. Or worse, leave the landscape clear for your competitors to enter that conversation with the consumer’s attention undivided.

Which seems like a better plan?


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