This awesome article from Marketing Profs breaks down which type of online content most influences consumers. Here is a snapshot of the data:
“Expert reviews (credible, third-party online articles) were the most effective online content type across all three stages of the purchase process, increasing purchase consideration 11%, affinity 12%, and familiarity 15%, Nielsen found.
On average, expert content lifted familiarity 88% more than branded content, and 50% more than user reviews; affinity, 50% more than branded content and 20% more than user reviews; and purchase consideration, 38% more than branded content and 83% more than user reviews.”
For the full article click here.