BBC StoryWorks (the content marketing arm of the BBC Advertising) has published results from a new study examining the effect content marketing can have on consumer perception.
The study, titled ‘The Science of Engagement’, combined traditional research metrics with facial coding. It found that exposure to content-led marketing can significantly improve consumers’ positivity towards the advertising brands (with a +77% increase in explicit positivity between pre and post exposure).
Overall, 64% were happy to read content-led marketing so long as it is clear which brand it is presented by and 64% were happy to read as long as it is clearly labelled. 63% of respondents were happy to see the content as long as it mirrored the quality of the provider’s editorial content.
The study found that content-led marketing enhances brand perceptions, with a +10% uplift for familiarity and a +14% uplift in average brand image between test and control. It also drives brand amplification, with a +14% increase in recommendation and a +16% lift in consideration.
Transparency and quality were revealed to be the most important factors in engaging the audience.
Hugh Westbrook (Product Lead, Sky News, UK) will be presenting a Sky News Case Study, ‘Unleashing the true potential of content,’ at this year’s TV Connect (26th – 28th April 2016 ExCeL, London)