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More Than Half of Consumers (55%) Will Revisit a Company's Website If the Content Is "Useful and Valuable"

September 20, 2018

by Grayson Kemper

Content & Editorial Manager, Clutch

Nearly 70% of people consider content marketing "useful and valuable," which encourages them to research and even make a purchase from a company.

WASHINGTON, September 20, 2018 – More than half of people (55%) are likely to research a company and its products if they value the content it produces and markets, according to a survey published today from Clutch, the leading B2B research, ratings, and reviews company.

Useful and valuable content marketing impacts customer behavior

Among the people who value content marketing, 86% have purchased a business's products or services because of content marketing. 

People's preferences for the business content they read online differs by generation, new survey data from Clutch finds.

People take different actions depending on whether they consider a company's content useful and valuable or biased and unreliable, new data from Clutch reveals.

The survey suggests that businesses benefit when they produce content that audiences value.

"Give value first, and once people get that value they'll start looking more into the company itself or researching its products," said Kane Jamison, founder of Content Harmony, a content marketing agency based in Seattle.

Overall, 67% of people think content marketing is "useful and valuable," compared to 33% who believe content is "biased and unreliable."

Customers Still Find Value in Promotional Content

People who think content marketing is biased and unreliable are not deterred from purchasing a company's products totally.

Nearly three-fourths of people (73%) who think content marketing is "biased and unreliable" have purchased from a company as a result of content marketing.

This indicates that customers still value content that they consider biased or promotional. Content that is transparent, accurate, and unique provides value to customers, which encourages them to research a company and purchase its products or services. 

3 Steps to Producing Content Marketing That People Value

Producing content that people value requires businesses to understand their customers' content preferences and concerns. These differ according to customers' intent, demographic indicators such as age, and other factors.

Nearly half of business audiences (42%), for example, consume business content to stay informed about industry trends. 

In addition, baby boomers prefer reviews (31%) and product descriptions (29%). Millennials, on the other hand, prefer blogs and articles (30%).

To generate content marketing that customers with different preferences will value, your business should incorporate the following approaches into its content marketing strategy.

  1. Produce content that directly addresses consumer issues and preferences: Use customer outreach and keyword research to identify your customers' issues and concerns. These insights can inform content topics.
  2. Demonstrate your expertise by answering your "core question": Choose the one "core question" that your business can answer with authority, and format your content strategy to support that topic.
  3. Optimize your content to rank in search engines with SEO: Eighty-seven percent (87%) of people use search engines to find and engage with business content. Investing in SEO services allows your company to compete for the top results for relevant search terms and queries.

Clutch surveyed 384 consumers of online business content to identify the connection between content marketing and customer purchasing behavior. 

Access the full report here:

About Clutch

A B2B research, ratings, and reviews firm in the heart of Washington, DC, Clutch connects small and medium businesses with the best-fit agencies, software, or consultants they need to tackle business challenges together and with confidence. Clutch's methodology compares business service providers and software in a specific market based on verified client reviews, services offered, work quality, and market presence.


Grayson Kemper/p>

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