5 content engagement questions answered

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  • 5EngagementQuestions Answereda Pardot Research Report

  • Its the question at the heart of almost everything a

    marketer does: How do I increase engagement with my

    content and my brand?

    Providing valuable and authentic content is crucial

    to establishing your brand as credible and worthy of

    engagement. But if youre creating large amounts of

    valuable content without ensuring that your audience

    is engaging with it, you could be wasting a significant

    amount of time. You need a thorough understanding of

    all the variables that contribute to brand engagement:

    what drives consumers to engage with a brand, to identify

    them as a credible source of information, and ultimately, to

    share that brands content with their own following?

    The time has come to stop treating

    proprietary audiences as afterthoughts and

    instead embrace them for what they are a

    source of critical business energy in need of

    investment, leadership, and support.

    - Jeffrey Rohrs, Audience

    Mathew SweezeyMarketing EvangelistPardot, a salesforce.com Company@msweezey

    How do I increase

    engagement with my

    content and my brand?

    Research by

  • reputable content

    3x

    employees

    In an effort to answer these questions, we surveyed over 400 people on

    issues of brand engagement: the ways in which they engage, why, and

    how these engagements influence their decision to purchase. And for our

    respondents that indicated that they are highly likely to share content with

    their own following, we delved even deeper and attempted to answer the

    following five questions:

    When it came to making a purchasing decision, survey respondents

    indicated that trust in a brands content was 3x more important to

    them than trust in a brands employees.

    1. What establishes my content as trustworthy?

    2. Does the type of content matter?

    3. Which channels do my audience conside

    r to be

    the most credible?

    4. How do I accumulate subscribers, fans, and

    followers for my brand?

    5. How do I retain subscribers, fans, and followers?

  • Of those who are likely to share content, the following criteria

    impact their perception of the contents value:

    On ghostwriting:

    Honesty: 83% said if they found out content wasnt written

    by the company, it would negatively affect their level of trust

    with the brand in a significant way.

    On publishing primary research:

    Fresh Data: 66% feel content containing primary research is

    more credible than content that shares secondary research.

    On overall brand credibility:

    Brand Ethics: 86% said trust in the brands ethics and

    business practices was more important than their trust in

    the brands people or solution.

    Trust has never been more important

    as a corporate asset, and it needs to

    be managed for people to believe the

    information youre putting out.

    - Amy Treanor, EVP Edelman Square, the

    division of the firm responsible for the

    Trust Barometer

    83%

    say ghost

    written

    content

    would ne

    gatively

    affect

    brand ima

    ge

    What establishes my content as trustworthy?1

  • 82% of those surveyed indicated that the

    type of content affects their perception of

    how credible the information is. What types

    of content were perceived as most credible?

    Survey respondents found the content to the

    right to be very helpful or extremely helpful

    in their search for credible content.

    44% Referrals from industry thought leaders

    34% White papers

    31% Videos

    30% Email

    29% Articles on third-party sites

    23% Podcasts

    22% Blog posts on company website

    18% Social media

    Content from white papers and refe

    rrals

    from industry thought leaders are t

    he

    two content types that are perceived

    to be most authentic. Social media a

    nd

    blog posts have the lowest credibility

    .

    Does the type of content matter?2

  • Referrals and conferences/networking events are considered to be the most credible ways to find

    authentic information. Online search and banner advertising are among the least credible methods.

    39% Company websites

    26% Online search

    Banner advertising43% Thought leaders

    54% Referrals

    52% Conferences and networking

    5%

    Which channels do my audience consider to be the most credible?3

  • Increasing the reach of your content starts with

    accumulating a following for your brand.

    Out of all those surveyed, the criteria to

    the right was found to be very influential

    or extremely influential when deciding to

    become a follower of a brand:

    59% Authenticity ofcontent

    57% Helpfulness ofcontent

    28% Ease of signing up for online communication

    43% Peer recommendations or referrals

    35% Brands perceived position

    in the marketplace

    15% A personal invitation to become a fan, subscriber or follower

    How do I accumulate a following for my brand?4

  • 77%say helpfulness of content is the second-most influential factor.

    80%

    say auth

    enticity of

    content

    is the mos

    t influenti

    al factor

    in followin

    g a brand.

    80% of survey respondents say that the authenticity of

    content is the most influential factor in their decision to

    become a follower of a brand. 77% say the helpfulness

    of content is the second most influential factor. These

    factors weigh more heavily than peer recommendations

    and the brands position in the marketplace.

    How do I accumulate a following for my brand? (continued)4

  • 67% of respondents consider content authenticity when considering brand solutions..

    Authentic contentis 3x more important

    than a brands market position.

    Authentic content

    is 2x more impactful

    than trust in

    employees.

    When Done Correctly:

    When deciding to stay with a brand, customers indicated that

    authentic content is 2x more impactful than the trust they have

    in the brands employees. Its also 3x more important to them

    than the brands perceived position in the marketplace.

    67% of those surveyed indicated that they are more likely to

    consider buying a brands solution if the content they received

    after becoming a follower was both authentic and helpful.

    Your followers are valuable. In fact, 80% of those surveyed

    indicated that they are more likely to evaluate solutions

    from the brands they follow on social channels. When it

    comes to retaining these followers, survey results reveal

    that content might be your best friend (or your worst

    enemy, if not done correctly).

    How do I retain fans, subscribers, and followers?5

  • 97%indicated the experience

    either slightly or seriously affected brand trust.

    63%

    have engaged with

    disappointing brand c

    ontent.

    23% said they would never read that brands content again after the experience.

    When Done Incorrectly:

    63% of all respondents have engaged with

    content at some point in their career only to be

    disappointed by what they received. Of those who

    have been disappointed, 97% indicated that the

    experience either slightly or seriously affected their

    trust of the brand.

    In addition, 23% of those who were disappointed

    indicated they would never read content from that

    company again, and 41% said they are only slightly

    likely to ever read content from that company again.

    How do I retain fans, subscribers, and followers? (continued)5

  • Quality over quantity

    Focus on customer

    retention

    The type of content

    matters

    Quality over quantity.

    Focus on customer retention. The type of content matters.

    If you focus too much on producing content, but not

    producing quality content thats both authentic and

    helpful, you risk alienating your followers. Remember:

    over half of your audience will likely never read your

    content again after only one bad experience.

    This study has shown that customers are more likely

    to evaluate solutions of brands that they follow, and

    content plays an important role in retaining your

    existing customers.

    Keep in mind that your audience views white

    papers and referrals as more credible sources of

    information than blog posts and social media, so be

    careful where you invest your time and resources.

    While this study points to the

    importance of content as a tool

    for customer engagement, it

    also teaches us a few additional

    best practices:

    What can I take away

    from this research?

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