A Content State of Mind
A Content State of Mind is an accredited, qualitative rolling research study examining UK consumer’s opinions on branded content.
In an industry that is changing so rapidly, the importance of representing your brand properly with branded content has never been more pressing. This study throws up fascinating questions (and answers) from the real target audience of branded content; the consumers.
We have obtained important results…
Over half of those surveyed have taken social action after seeing branded content, with 50% following a brand on social media.
70% of people said seeing poorly produced/thought out branded content would have a negative impact on a brand
69% of people said that they are more likely to buy or consider buying a brand as a result of well-produced content.
“The findings show that generating irrelevant noise will only have a detrimental impact on your brand positioning. The solution may not be as quick as mass-producing blog after video after post, but it is simple; offer content of value, representing your core brand consistently, to the correct audience over their preferred delivery medium… Consumers like to have an affinity with their favourite brands and products, if a communication seems too alien from the behaviour they are used to, then it may cause them to question the brand equity that has been built”
Rob Green, Senior Marketing Executive 3M
“The message in the first wave of The Content State of Mind research verifies what most of us have already experienced – poor content has a negative effect on a brand. It is no longer enough to get people to watch, we now need them to be driven to share as well. With that in mind, values of old-fashioned marketing still ring true for online content: make it of good quality, and something your target audience will want to digest”
Rachel Dipper, Head of Residential Marketing, Knight Frank
“We know our communities are hungry for content and to drive new audiences to engage with us, it is imperative to craft new and engaging content every time”
Tania Seif, Head of Social Marketing at Coral
Strategy Director at The Big Shot James Erskine; “we, at The Big Shot have been talking about this for years. The need to create relevant content of a high quality in a congested market place is a necessity. It’s fantastic to have the independent, verified research to back that up”.
For more information and to see the full results contact: firstname.lastname@example.org