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Educational Content Impacts Brand Affinity, Trust… and Conversion

The ROI of content marketing is one of the great conundrums of modern business: even as brands increase investment in educational content, it’s not always easy to attribute measurable results to that content. But new research from Conductor is changing the game.

We conducted a study to measure the impact early-stage, educational content has on brand affinity, trust, and conversion. The results definitively prove what many content marketers have long suspected about content marketing: brands who invest in content are seeing a return on their investment.

The results of the study show that content has an even larger impact than you might suspect:

  • Consumers who read a brand’s educational content were 131% more likely to purchase from that brand.
  • One week after reading content, customers were still 48% more likely to buy.
  • Reading content greatly increased consumer trust and brand affinity, which deepened over time.

The results don’t end there. Discover how your customers are impacted by your educational content, make the case for your content budget, and share the findings with your organization to prove the ROI of content marketing by downloading the full (free) research report.

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