Content marketing continues to dominate discussions about marketing strategy. More companies are realizing that consumers love information and often gather a great deal of it before making any buying decision.

For instance, in 2011, the average American needed 10.4 information sources to make a purchase. Compare that to 2010, where they needed only 5.3 sources (Youtility: Why Smart Marketing Is about Help Not Hype by Jay Baer ).

So the same person now needs twice as much information to make a purchase.

What do you think your potential customer is looking for when they drop by your website?

Content Marketing That Delivers Proof

When potential customers land on your website, they want immediate information that shows you’re an expert. One of the best ways to do this is by providing numbers.

Numbers attract attention in a big way. They provide credibility and support benefit statements. It tells a person that you are quantifying your claims.

Get very specific with numbers. A 53.8% conversion lift will grab much more attention than 50%. Saving $359.88 will convince someone to read more than saying you save $360.

When you provide a specific number, it causes your reader to say, “Hey. They’ve tested this.”

Use the number itself instead of its written counterpart. Using 100,000 gets attention faster than writing one-hundred thousand. It’s simply faster and easier to read.

Using numbers represents facts and facts is what people want when they consider buying anything. They want to know if others prefer your solution to your competitors and if they’ve increased or decreased anything by using your solution.

The more you can illustrate a change that was made in someone’s life (for the better!), the better.

Content Marketing That Delivers Relevance

Numbers immediately grab attention because it gives your potential customer something clear to evaluate. Numbers are notorious for being black or white. There’s no guessing involved when you say your vacuum cleaner has 13% more suction than your competitor’s.

But customers also look for relevance. Your copy and content marketing needs to hold an immediate benefit for your potential customer.

If you own a golf course, your potential customer wants to know immediately if they can schedule a tee time on your website. That’s quick information. But how many golfers would be interested in a short report, “10 Tips To Add 15 Yards To Your Fairway Shots.”

A lot of golfers would love that.

It’s relevant information. Every golfer wants to drive further with his or her tee shot and on the fairway. Use that report to build an in-house list and conduct marketing campaigns.

Mix numbers into content that is relevant to your potential customer and you’ll have a heady mix of irresistible marketing.

Remember: people are suspicious of marketing, especially when a claim seems over-the-top. Using numbers in your copy and content marketing will help pave the way toward building trust.

People buy from those they like and trust. Work those numbers and they’ll work for you.