3 Things Consumers Expect From Your Content Marketing. The overwhelming amount of branded content out there creates an abundance of choice and variety for consumers. We know that when brands deliver personally relevant content, consumers are more likely to believe the brand itself is relevant and feel a stronger connection to it. While personalization is important, delivering the right content to the right audience on the right channel requires insight into how consumers discover, perceive and engage with branded content. To learn more, we asked respondents about their preferred channels for accessing branded content and which types of content they find most valuable. While half of consumers say they discover branded content via Facebook, email, online search and YouTube also play an important role in branded content discovery. Social sites and apps are equally as important in helping consumers access branded content. Source: OneSpot/Marketing Insider Group Quality and relevance are the most important factors for consumers as they determine the value of a brand’s content 81% of consumers indicate that quality is somewhat or very important, while 78% of consumers indicate relevance is somewhat or very important in judging the value of a piece of branded content. Source: OneSpot/Marketing Insider Group Consumers value education over entertainment when it comes to content 2/3 of consumers say that content marketing is at its best when it educates and informs them. To learn more about the impact of personalization on consumers’ attitudes, preferences and expectations when it comes to content marketing, download our latest report, The Personalization Imperative for Content Marketing.
The overwhelming amount of branded content out there creates an abundance of choice and variety for consumers. But how are consumers dealing with the avalanche of content and what do they expect from the brands publishing it? For starters, they’ve become much pickier about what they consume and have set higher standards about what they want from brands, which in turn has an impact on which brands they purchase from. For example, studies show that 75% of people prefer personalized content, and 56% of consumers state they would reward the brand’s relevant content with a purchase.
Our survey of 1,500 US consumers supports these earlier findings, suggesting the impact personalization has on content marketing and brand perceptions is no joke. We know that when brands deliver personally relevant content, consumers are more likely to believe the brand itself is relevant and feel a stronger connection to it. We also know there are some serious risks for brands that don’t invest in content personalization—if your brand doesn’t deliver on personalization, consumers are more likely to give your brand less attention and have less interest in what you’re selling.
While personalization is important, delivering the right content to the right audience on the right channel requires insight into how consumers discover, perceive and engage with branded content. To learn more, we asked respondents about their preferred channels for accessing branded content and which types of content they find most valuable.
Facebook,…
COMMENTS