Content important but not its owner

New research has shown that content is increasingly important, though who has written it is not necessarily a factor in how successful a piece is.

This helps to highlight the importance of search engine optimisation (SEO) copywriting services to fledgling firms.

In a survey that canvassed the opinions of over 6,500 people in 16 countries, the providers said to publish the most interesting content were user-generated newsfeeds, such as Facebook, Google, and YouTube. There was scant recognition for who the actual producer was.

In much the same way, the volume of branded content people saw in their timelines was found to be good, with just 7% of respondents saying it was off putting.

What was off putting for many though was the number of adverts people had to go through, with 60% saying that this had a negative impact on their experience. However, the volume of branded content does not appear to be an issue, with 36% saying the volume now was just about the right amount.

What will be interesting to marketers is that most people view branded content when using social sites, with nearly half (46%) regularly sharing it with others.

Thirty-six percent meanwhile say that they are most likely to share content that means something to them, with the MD of Social@Ogilvy, Thomas Crampton, adding:

“This is something that every brand is struggling to figure out. The era of translating your tagline and switching your celebrity are finished because engagement is the measure of success within social.”

The survey was conducted in partnership between Social@Ogilvy and SurveyMonkey.

Leave a Reply