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

14 Jun 2017

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

“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 soaring 70% year-on-year, Google has been urging 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 a 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.

Buying and how-to guides - Quill infographic

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

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