News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
nRelate: How to engage content consumers
When it comes to reading newspapers and magazines a growing number of Americans are reading online. But it may surprise content producers to know where readers are finding their stories - and it isn't the social space.
According to The Behavior Shift: Getting Content in Front of Consumers fewer than 10% of content consumers (US adults over age 18) are clicking on content links through social networks like Facebook or on product links through the social networks. In fact most (48%) say they are most likely to click on 'related content' links at the bottom of other articles.
With fewer people clicking and engaging through search or social options, how can a brand engage?
First, know what these readers are looking for. According to the report 84% are likely to click on 'related content' when reading local news, 62% when reading entertainment pieces and 47% when reading sports content.
Second, focus on quality of content not quantity. The researchers found 60% of people engage through content from sourced they know offline - a newspaper, a manufacturer or brand - while one-quarter believe pieces which include images (24%) or author images/bylines (23%) are of higher quality. Interestingly enough only 11% looked at embedded video as a quality feature.
Finally, don't forget the relevance. For branded content, especially, consumers are most likely to click related links for content that is related to a product search or review - for example, someone looking at a piece detailing the benefits of 3D Blu-Ray versus HD Blu-Ray players would probably find movie-related content relevant.
- Report: Data scientists spend bulk of time cleaning up
- Retailers: 3 ways shoppers are gaming you
- Mobile Roundup: 2 solutions in the mobile space to broaden reach
- Ad Roundup: 3 solutions to power brand engagement
- Study: 'Digital amnesia' the result of over-reliance on mobile
- New Zealand passes law criminalizing cyberbullying
- U.K.: Marketers concerned about keeping pace with marketing technology
- 'Commuter Commerce' worth £9.3 billion each year
Featured White Papers
- The Big Impact of Big Data on Affiliate Marketing
If you are relying on affiliate networks you have no access to vital data to manage affiliate processes such as...
- 8th Annual Online Retail Holiday Readiness Report
Download the Online Retail Holiday Readiness Report for 2015 to find out about the latest trends, industry benchmarks and best...