Content Marketing a Big Topic at JUMP Conference, NYC
I am working on my presentation for the JUMP Conference in NY this week. Content Marketing is being touted as more critical than ever, but I think it's always been critical. Now there is just some good research to prove it.
The basic premise of content marketing is that by creating and distributing great content to help a prospect to become a buyer, you are going to increase sales. The process of creating great content can help with the "stimulus" to do research, but the truth here is that buyers today will make most of their purchase decision before ever walking into a store or speaking with a sales person.
A few fun stats:
B2B customers completed 60% of a typical purchasing decision—researching solutions, ranking options, setting requirements, benchmarking pricing, and so on—before even having a conversation with a supplier.-- Harvard Business Review August 2012, citing CEB study.
70% of Americans now say they look at product reviews before making a purchase.
79% of consumers now say they use a smart-phone to help with shopping.
83% of moms say they do online research after seeing TV commercials for products that interest them-- Google's 2011 ZMOT Study.
See you in NYC!