Why Content is King

June 26, 2014

You may have noticed a warning on loaded vehicles that says, “Caution, contents may have shifted during transport.” It may be time for a new warning that says, “Caution, the role of content has shifted to essential in purchase decisions.”

Content is king, as well it should be. There’s a recent Nielsen research study that examines, “The Role of Content in the Consumer Decision Making Process.” The study was commissioned by inPowered.

Among the conclusions of the research:

  • 85% of consumers regularly or occasionally seek trusted, expert content when considering a purchase.
  • 69% read product reviews written by trusted experts before making a purchase.
  • 67% agree that an endorsement from an unbiased expert makes them more likely to consider purchasing.

Nielsen concludes that, “expert content—credible, third-party articles and reviews—is the most effective source of information in impacting consumers along all stages of the purchase process across product categories.”

There continues to be a remarkable expansion of content available from all sources. That’s volume. But is it the right stuff? Is it quantity versus quality?

It shouldn’t be. You used to be able to find the majority of content in print and through radio and television. And generally speaking, the content that was produced had been filtered through editors, producers, fact checkers, etc. Access to it was limited, and the variety could be pedestrian. It didn’t have to be, but often was. Now, with virtually unlimited content and access to it, the challenge of creating meaningful, truthful, accurate and interesting content grows greater.

At this point you may be saying, “Look, this isn’t 60 Minutes. All I want to do is promote my event, product or idea.” No, it isn’t 60 Minutes. But that’s about how long your credibility will last if you don’t make the story interesting, relatable and accurate.

Click to read about the need to nourish credible third-party resources and the growing role of video in providing compelling, relatable content.

Creating Content People Care About

Digital? Traditional? It’s All Media.