Content marketing reaches consumers who’d be ‘lost without the web’

Published on
by Brafton Editorial
The top marketing challenge for most businesses is high-quality content creation.

Internet marketing gives businesses the chance to educate prospective buyers and guide shoppers throughout the sales cycle. Certain types of branded content are meant to attract leads, while other blog posts support the business-to-consumer relationships.

As Brafton has reported, the majority of teens use search engines for the entirety of their research, whether for school projects or for entertainment purposes. But a new report from the Science Museum in London shows teenage internet users may be more reliant on the web than previously thought, with four out of five consumers under the age of 25 feeling lost without the net.

According the report, a significant portion of young adults say they’re dependent on the web for its various purposes. The study also indicated that three out of five people over the age of 25 say they are also lost without the World Wide Web, and one in three respondents in the same age bracket would choose the internet over watching television. Sixty percent of people stated the internet was the top innovation of the twentieth century.

The proliferation of the internet isn’t a new trend by any means, but marketers discover new ways to utilize the web’s capabilities each year. In 2011, CMO.com reported that content marketing was the seventh most pressing issue for large companies. Fast forward a year, and John McTigue of Kuno Creative says he believes marketers will face even greater challenges as quality and sourcing are now essential components of a successful content marketing strategy.

Marketers must diversify their content portfolios to provide current and prospective customers educational information that either leads to greater conversion rates or retains the loyalty of past shoppers. Without quality custom content tailored to resonate with the ideal target audience, campaigns won’t make a memorable impact on the lives of internet users, especially younger buyers who navigate the web and dismiss information that doesn’t immediately pertain to their needs.

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