Missing buying & how-to guides? Missing out. [Infographic]

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02 Sep 2016

Missing buying & how-to guides? Missing out. [Infographic]

Do online retailers really need to offer their customers buying and how-to guide content? We surveyed UK consumers to find out…

“Being constantly connected has trained us to expect immediacy and relevance in moments of intent – the I-want-to-know, I-want-to-go, I-want-to-do and I-want-to-buy moments. These micro-moments are the new battlegrounds for people’s hearts, minds, and dollars.” – Think with Google

With ‘how-to’ related searches on YouTube reportedly soaring 70% year-on-year, Google has been encouraging brands to build content strategies around these all-important consumer ‘I-want-to-do’ moments since pre-2015.

The obvious response to this surging demand is to produce relevant educational content that answers consumers’ questions, optimised with search-related keywords. Such guides tend to fall into two basic categories:

How-to guides: answering a common product-related question from consumers, or illustrating how to use the product effectively. E.g. “How to connect wireless keyboard to PC”.

Buying guides: providing useful information on product characteristics, functions and benefits, to help pre-purchase consumers narrow down their choices from a range of similar items. E.g. “Which wireless keyboard is best for PC gaming”.

But what tangible impact does educational content, like how-to and buying guides, have on consumer actions? And do online retailers and ecommerce businesses really need to invest in it?

We surveyed 100 UK-based consumers to find out – take a look at the key insights in our infographic below, or download the PDF to read later.

Buying and how-to guides - Quill infographic

Found this infographic useful? Complete the form below to have a PDF copy delivered to your inbox.

Need help creating educational guide content to engage your customers? Get in touch to find out how Quill can support with content strategy, SEO and content creation. 

Lauren Johnson-Ginn @ Quill ContentContent Marketing Manager at Quill, passionate about all things content and digital.

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