A report from Men's Health and GfK Roper found that male shoppers respond best to content highlighting value.

Businesses using content marketing to target men should be more focused on the ability of their products and services to provide the best overall value, according to a report from Men’s Health and GfK Roper. The companies recently collaborated on a survey investigating the behavior of male shoppers regularly making ecommerce purchases.

The study found that 72 percent of respondents said they browse the web to find products and services with the best prices.

While price is a consideration for most, businesses can use content marketing to attract some prospects. The survey found that 57 percent regularly access reviews from different sources regarding the items they’re interested in buying. While user-generated content is among the most frequently accessed, businesses can provide content regarding the uses of certain products to appeal to this audience.

Thirty-four percent said they regularly Like the pages of companies they have positive experiences with. As such, social media marketing efforts that highlight certain products or services can be ideal methods to reach the male audience.

For businesses with men as a target audience, certain trending topics could help with the use of new media marketing. Brafton recently highlighted March Madness as a frequent search and social trend that companies can work into their content marketing efforts to boost SEO value and attention.

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.