Business decision makers prefer to get information in a series of articles versus an advertisement

A recent report from market research giant Nielsen shows consumer trust in traditional media advertising has dropped down Consumers now a days don’t like, nor trust the sales messages
Articles fulfills a desire for more information of your prospects and customers.

The greatest example about this is, when smartphones were introduced consumers researched on average of 5.3 sources of information before making a purchase decision. By the start of 2012, that figure had doubled to 10.4 sources of information

Following statistics are strong enough to demonstrate how consumers prefer quality content or information over an advertisement


1. 80% of business decision makers prefer to get information in a series of articles versus an advertisement.(Exact Target)

Consumer behavior and technology is changing, consumers now search out for information about your industry, product and services before taking their buying decisions.
Customers or prospects often get involved with company in which they believe has the greatest amount of competency. The most effective way to influence your brand is to produce content that reflects your expertise. Content reflects your expertise whereas advertisement speaks only about your product in a salesy manner which doesn't connect with the prospects.

2. 61% of consumers say they feel better about a company that delivers custom content and are also more likely to buy from that company. (Custom Content Council)

If the content produced by your company addresses the pain points and gain-points of the prospects then eventually that trust gets build about your capability to satisfy or solve their problems.

3. 90% of consumers find custom content useful. (McMurry/TMG)

Educative and informative content helps prospects to solve their problems or gives the source to satisfy their needs.

4. 78% of consumers believe that organizations providing custom content are interested in building good relationships with them.(McMurry/TMG)

5. 50% of consumer time online is spent engaging with custom content. (HubSpot)

social media and a public conversation is started, creating a network of users. These network of users can be converted into sales later.

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