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BizReport : Blogs & Content archives : September 20, 2016

High-quality, targeted content key to staying off the spam list

The importance of creating original, interesting content that won't be mistaken for spam has been highlighted in the latest Ad-Rank Media report.

by Helen Leggatt

According to 70% of the 1,000 or so people surveyed by Ad-Rank Media for their latest report, the quality of content online has improved over the last few years. Thanks to improved search and the filtering out of irrelevant content, users are finding it easier to discover relevant, high quality content.

This, says Ad-Rank Media's managing director, Chad Harwood, makes it even more important that all online content, be it ads or websites or email, is of a high quality and useful to the reader.

More so, such content has to pass muster with Internet users, and low-quality content is easily mistaken for spam. "Users will work to avoid something that annoys them," says Harwood, "but may not pick up on subtle marketing if it is tailored to their needs." More than half (58%) of respondents said they encountered spam content online on a daily basis.

In fact, when it comes to awareness of spam versus advertorials, 63% of those surveyed did not know what an advertorial was, but 100% were familiar with the term 'spam'. It is likely, therefore, that some low-quality advertorial content was being perceived as 'spam'.

"Whilst it is likely that users are encountering both advertorial and spam content regularly online, only one term is commonly understood. This is likely because of the negative connotations," added Harwood.

Marketers wanting to keep out of the spam folder, or off the blocked list, and generally risking their reputation, must focus on producing the high-quality, targeted content that today's Internet users are increasingly used to consuming. The consequences are stark with three-quarters (75%) of those surveyed saying they would not purchase from a brand that continually sent them spam.

Tags: advertising, content, spam

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