90 percent of customers find custom content useful, report says

Here’s a quick story on the power of content marketing:

I was recently in a big box store in Chicago, and my wife and I were admiring some fancy beach chairs (an oxymoron, I realize). The price of the chairs was nowhere to be found, and no employees were around to ask.

I turned to my smartphone, Googled the name of the chairs and saw that the first entry was a blog post on the store’s website extolling the virtues of the chairs as the perfect way to enjoy Summer 2013. And there was the price.

Needless to say, the chairs were purchased with a nod to the content marketing gods.