Content is one of the most significant investments a company can make. While web design and vibrant videos are appealing, they don’t hold the same weight as content. This is especially true in the electronics industry, where customers are seeking fresh, insightful information before making a purchase.
The Value of Quality Content
There’s a reason 86 percent of B2C marketers use content marketing: it works. High-quality content pleases search engines and satisfies consumer demand for useful information regarding products and services.
In the consumer electronics industry, quality content is even more important because a large percentage of consumer electronics purchases are what businesses refer to as “investment purchases.” In other words, consumers aren’t buying a pack of gum from the convenience store or a t-shirt from their favorite retailer. Many electronics cost hundreds of dollars, and high-end purchases can cost thousands.
With so much money involved, consumers want to be sure they’re making an informed purchase decision by gathering the facts, comparing against other models, and reading peer reviews. The only way to effectively control that flow of information is through a strategic content marketing plan.
Content Matters to Consumers
Content reigns supreme in the consumer electronics industry. Here’s why:
Consumers read before buying.
According to a new study by Brafton, 48 percent of tech buyers review between two and five content pieces before making a purchase decision, while 25 percent read between six and eight. If you don’t have quality content, your customers are getting it elsewhere, and likely being influenced by such.
Content builds thought leadership.
Why are some brands and businesses known as thought leaders, while others merely putter along? The reason is almost always directly related to the effort they put into marketing themselves as a leader. Content marketing can help you build thought leadership and eventually convert readers into customers.
Content facilitates clicks.
Studies show around 85 percent of search engine clicks are on organic links, as opposed to paid advertisements. So, while you can certainly spend money on PPC ads, organic content is much more engaging and attractive to consumers.
In the consumer electronics space, everyone is offering similar products. Who consumers choose to shop with comes down to either convenience or differentiation. Good, quality content can heavily influence the latter.
It’s in the stats.
While plenty of marketers have opinions about the quantifiable value of content, you can’t argue with the numbers. Last year’s data shows that companies who blog generate 67 percent more leads than those that don’t, and 57 percent of marketers acquire new customers through blog posts.
Quality Consumer Electronics Content
Let’s take a look at some good examples of quality content in the consumer electronics space:
- Cheap-Phones.com: When buying a cell phone, consumers want detailed information on how to find the best deal. Cheap-Phones.com provides relevant information, side-by-side comparisons, news, helpful tips, and guides. All content focuses on informing the consumer and adding value.
- Sony.com: Sony’s website is plastered with vibrant images and colorful web design. However, a click on any of the photos leads to helpful and detailed product information. They have blogs, subdomains, and separate websites for the different verticals within their company and do a great job of segmenting content based on target market.
- RadioShack Facebook Page: RadioShack has nearly three million likes and boasts high engagement on nearly every post they make. Instead of persuading fans to buy power drills, they’re creating an emotional bond by supporting personal interests and hobbies with relevant tips and tricks. Nostalgia makes a frequent appearance on their timeline, too, and gives the brand a human touch.
Don’t Give Up on Content
Is it easy to continually come up with useful content? Definitely not, but every dollar and hour you invest in content marketing will come back to you. The research shows it and the benefits prove it.