New research from Conductor illustrates the impact of education on purchase decisions and brand affinity.
According to survey data from Conductor, if the customer’s journey down the sales funnel begins with educational content, they are 131% more likely to buy.
When participants in the study were asked to choose between 4 different brands to buy from, 83.6% chose the brand that offered educational content.
After being surveyed a week later, 48% of participants chose the brand that published educational content.
In addition, a week out from reading the content, the number of participants who identified the brand as trustworthy rose from 64% to 73%.