Creating Content for the Internet-Empowered Buyer
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Creating Content for the Internet-Empowered Buyer

This past Monday and Tuesday, I had the opportunity to attend the BOLO Digital Marketing Conference in Tempe, Arizona. This conference brings together agencies and industry experts from around the country to focus on the future of the digital marketing industry, the next big thing, and how to improve the overall world of marketing for our clients and buyers at large. There was so much to learn from this year’s conference – from the future of the internet of things to the importance of empathy in marketing – and while I wish I could pass along all of the awesome information presented, I found the following study to be particularly interesting and relevant to both marketers and their clients.

In today’s digital driven world, consumers expect to find information about a product or service from anywhere on their phone or computer. As customers become more entrenched in the search for information regarding a future purchase, the question we have to ask as marketers is “what is it that actually compels people to buy?” We know the type of content that works on our individual sites, some customers love blogs, others can’t get enough of a Facebook page, but what is it that is actually motivating people to become advocates and purchasers of brands? A recent study by the Blue Nile Research group set out to find just that – what is the content that actually compels and moves people to make a purchase? Here are the top takeaways from the study:


Be where the conversations are happening

Seventy-five percent of buyers use three or more different channels to research a product or service before making a purchase. With the ease of information available, customers expect to find the information they need to make a purchase online, which is why it’s important for companies to have a strong online presence to answer consumer questions as they’re on the hunt for answers. But where are they looking for these answers? The study reports that 8 out of 10 consumers first use online search and a brand’s website to find information, followed by customer reviews.  

Empower and educate your customers to buy

When asked about the type of content they turn to when making a purchasing decision, researchers found people want cold, hard facts on company websites that provide the unbiased information they need to make a decision. Data and statistics allow customers to gather information and make purchasing decisions that make them feel empowered. People also love blog posts, as do we at Black Tie! Customers find that blogs are a great way to find information about specific products or services and they enjoy having information presented in this format.

Tell a genuine story

People are emotional first and rational second. Creating content that appeals to a buyer’s emotions and then provides the information they need to rationalize the decision is the best way to go. Consumers are able to see through staunch advertisements and fluffed content, they want to know what a company is about and desire the unbiased information needed to make a purchasing decision.


As your Brevard digital marketers, we understand that our clients need to be where the conversations are happening in a genuine and straight-forward way that allows people to find the information they’re looking for. The first step is being found and having a strong online presence, which is why we focus so strongly on SEO, local search, and killer websites here at Black Tie. We also love to create content that people can’t get enough of, which is why our content team is dedicated to creating unique, original, and informational content for our clients that allows consumers to learn more about what’s important to them.

The job of the marketer is changing as buyers are more empowered to research purchasing decisions online. We’re no longer here to push people to buy, but rather to empower and enable people to buy by providing the needed information in a genuine and creative way. If you’re online presence is lacking or your content needs a information overhaul, give us a call today – we love to help our clients succeed in the digital age of the internet-empowered buyer.