Study: Custom content increases purchase likelihood

Published on
by Brafton Editorial
The benefits of custom content are becoming increasingly clear to chief marketing officers.

At this week's Custom Content Conference, internet marketers gathered to discuss the future of content marketing and SEO. The Custom Content Council and Roper Affairs released a survey that indicates the future for this marketing avenue is bright. As Junta42 relays, consumers are more likely to make purchases with brands that offer custom content.

The benefits of custom content are becoming increasingly clear to chief marketing officers. According to the study, more than one-third of CMOs (35 percent) believe custom content marketing is the future of marketing, up from 19 percent in 2006. The vast majority – 87 percent – feel custom content is valuable.

Consumers seem to think custom content from companies is valuable as well. In fact, 67 percent say it is valuable and 69 percent like when custom content marketing targets their interests.

Marketers should make it a point create and share content that is relevant to their target audiences because the investment pays off. More than half of consumers (61 percent) say they feel better about brands that deliver custom content and, in turn, they are more likely to make purchases with these companies.

Businesses planning their content marketing strategies should consider turning to professional writers and services to get the most SEO value out of their campaigns. As Brafton recently reported, more than half of small business marketers say they need help with their search marketing efforts this year.

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