Consumers are more likely to buy something if they have been exposed to educational content beforehand. This makes the brand seem more trustworthy and positive to consumers. Educational content also makes a longer impact on consumers than other advertising methods. Even when presented with a multitude of different brands to choose from, people still went with the brand that offered educational content, even when asked about the product a week after viewing the educational information.
Read more: How Content Marketing Impacts Purchase Decisions, Brand Affinity, and Trust by @MattGSouthern
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