Men are spending more time on the web accessing website content that can compel them to spend money.

A report from Men’s Health and GfK Roper found that small businesses targeting men with their products or services must focus on value and price competitiveness to ensure success. The study found that men are especially focused on saving money on and will scour the web until they find the best value.

Seventy-two percent of respondents said they check for prices on items they intend to purchase across all industries.

Moreover, content marketing campaigns can help websites appeal to these prospects more frequently. Fifty-seven percent of respondents said that they enjoy reading reviews and product descriptions. While these are frequently user generated, SMBs can take control of their web presence by developing articles and informative content of their own.

Customers frequently advise friends, family members and others on positive experiences as well. Many said they use social platforms, such as Facebook and Twitter, to do this, further establishing social media marketing and an SEO strategy as competitive necessities moving forward.

SMBs looking to launch content marketing campaigns should develop a concept for the type of content their prospects want to see to compel conversion. ContentLEAD recently reported that 27 percent of respondents to a poll said they will look to improve the targeting of their content moving forward.