Australians turn to brand content when deciding on what purchases to make and constantly engage with these kinds of content.
43% of Australians surveyed engage with brand content at least daily while 73% engage with brand content weekly, and that figure rises to 90% for 18-24 year-olds, according to The Power of Brand Content study by News Corp Australia’s content agencies Medium Rare, Storyation and Suddenly.
Brand content is also driving brand preference, with three in four consumers feeling more positively toward a brand that provides them with valuable content.
“Consumers understand and truly value content marketing. They have permitted brands to present them with premium content directly on their channels. They expect it to be useful, educational, inspirational and even entertaining – and, if it fulfills this criterion, brand content will flatten the path to purchase,” said Mike Connaghan, the managing director for commercial content at News Corp Australia.
“Make no mistake, the rise of content marketing represents the kind of opportunity for brands to turn their customers into fans. As the research tells us, consumers are now marketing savvy and they see the two-way exchange of utility content as a win-win. ‘Advertising is the sell, content is the tell.’”
What did the survey find?
Brand content is a key entry point to a brand ecosystem for 70% of consumers. It aids in the consideration or evaluation of brands, with two in three agreeing that brand content makes it easier to decide what brands/products to buy.
84% took some form of action (buy, share, follow, save) and 34% purchased a product after engaging with a recent piece of brand content.
The survey found brand content can drive advocacy for a brand, with 48% feeling proud to share a great piece of content that comes from a brand they like. It also aids brand loyalty, facilitating an ongoing emotional connection and affinity with brands as six in 10 look forward to receiving content from brands they like.
One in two consumers believe staying connected to a brand through its content makes them feel part of a community. One in five say brand content adds value to their everyday life, and 70% are proud to support a brand that aligns with their values and beliefs.
Only 34% of Australians surveyed believe brands are truly meeting their content needs, opening up a huge opportunity for brands and content marketers to improve their offering.