5 content engagement questions answered
Post on 15-Apr-2017
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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?
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:
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
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
29% Articles on third-party sites
22% Blog posts on company website
18% Social media
Content from white papers and refe
from industry thought leaders are t
two content types that are perceived
to be most authentic. Social media a
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
52% Conferences and networking
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.
is the mos
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.
is 2x more impactful
than trust in
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.
have engaged with
disappointing brand c
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
The type of content
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
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
What can I take away
from this research?
Marketing Automation for the Customer Company
Smarter Marketing. Better Results.www.pardot.com
Your customers are smarter, more capable, and better-informed than ever before.
This new breed of consumer demands a better breed of marketing, and the Pardot
platform has the capabilities to get you there.