Short YouTube talk by Jeff For Local Marketing explaining that purchases typically result from multiple content interactions. Citing Google research that buyers experience about 11 touchpoints before purchasing, Jeff argues individual posts can contribute but rarely act alone — businesses should produce enough varied content to create those touchpoints.
Well, at the end of the day, you know, it's like where the rubber meets the road and what I, what I'm doing is it making the cash register ring. I love that saying. Well here's the thing. Google did a little bit of a research and said hey, if somebody bought something can they trace it back and find out how many interactions or what happened? They came up with 11. In other words, there was 11 different touch points that someone had to go through before they actually made a buying decision. So the question of hey, did that specific blog post or that specific social media post really make the person buy my product or service? The answer is yes. Was it the one turning point that made them buy? Probably not. And if it was, it was a point of those 11 pieces of content. So it's important to have enough content on the Internet so you develop those 11 pieces.
