The Majority of Consumers Want to Find Their Own Answers; Content Marketing Can Help

A new study by Forrester Research shows that 67 percent of consumers use Web self-service knowledge to find answers to their questions. This information is very useful for those interested in getting involved with content marketing, which moves beyond the traditional ways that marketing has been used in the past, allowing businesses to create a wealth of great content that showcases not just what is new within their company, but what’s happening within their industry at large.


The Forrester Research study was included in a Real Business story on customer service. Among the statistics included in that piece, we found the following pieces of information are especially telling about customer expectations and reflect the power of content marketing:

90 percent of consumers will check a website before calling or emailing a company

This statistic points to the importance of having an easily navigable website with a great deal of useful content: white papers, feature articles and blogs are just a few of the tools that your company can utilize in order to make sure that any consumer visiting your site can quickly learn about the intricacies of the products and services that you provide.

45 percent of consumers will abandon an online purchase if they cannot find a quick answer

This news also points to the need for businesses to provide information for consumers and ensure that if they are on the website of your business, it is not difficult for them to get the information that they need. If you give a consumer a reason to leave your site, there’s a good chance that he or she will do just that.

These are just a few of the ways in which your business can use content marketing to ensure that your website attracts consumers and turns them into customers.