The Center for Media Research released a Research Brief reporting on a new survey that found “consumers rely on credible, third party content more than branded content or user reviews when making decisions.”
On behalf of the entire public relations industry let me be the first to say, “WE TOLD YOU SO!”
After all, this is the foundation of the PR tactic know as media relations. It’s why you do it and what you hope it will earn you.
While not surprising, this research does add some depth to the understanding of the impact of 3rd party content across the buying cycle. We have developed a killer infographic that tracks the role of content in the BtoB buying cycle. To take a look at it visit: http://www2.arketi.com/buyercentric
Below is an excerpt from the article and a link to it. Simply put, it is data supporting the need for public relations.
3rd Party Content Appears More Credible
According to a new study from inPowered and conducted by Nielsen, consumers rely on credible, third-party content more than branded content or user reviews when making decisions. (credible: third-party articles & reviews).
Several key findings from the research indicate that the credibility and unbiased nature of the content was critical for consumers:
- 85% of consumers regularly or occasionally seek out trusted expert content (credible, third-party articles & reviews) when considering a purchase
- 69% of consumers like to read product reviews written by trusted experts before making a purchase
- 67% of consumers agree that an endorsement from an unbiased expert makes them more likely to consider purchasing
The study, to determine which type of content was most impactful across the different stages of the consumer purchase process, and to help marketers identify the most effective blend of content types to effectively inform consumers, showed that expert content (such as articles from credible journalists) was the only content type to exhibit a strong lift in all 3 areas of the purchase cycle. It provided the most familiarity lift for 7 out of the 9 products, the most affinity lift for 5 of the 9 products, and the most purchase intent lift for 6 of the 9 products.
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