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

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

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

“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

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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