Content marketing campaigns that focus on demonstrating value can help businesses attract cost-conscious consumers.

Lagging consumer confidence means content marketing should focus on value

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A report from AYTM Market Research found that American consumers view the current economic landscape quite poorly. More than 44 percent of consumers said they held either a “pessimistic” or “very pessimistic” perception of economy, with an additional 15.8 percent saying business conditions have declined.

For marketers, especially those in the B2C sector, custom content campaigns should focus on demonstrating optimum value to the user. With confidence waning, consumers want to know they’re getting the best deal on an item, or that it is the right fit for their lives.

More than 72 percent of consumers said their perception of current U.S. economic conditions impacts their purchases. Americans are still spending money, but their access to information has grown considerably. Using content marketing to inform a target audience will help a business appeal to its desired audience and inform it more effectively.

The use of digital content is especially strong when consumers consider more expensive items. Brafton recently reported that the electronics industry stands to benefit from leveraging content marketing, with 73 percent of consumers saying they aggressively research products up until the point of purchase.

Joe Meloni
Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.

What say you?

  • Garavi Gujarat

    liked the title of the article.