Consumers are increasingly interested in content that reflects their personalities
BY MIKE JEANES
Global marketers are finally taking notice as we witness a rekindled interest in some consumers and what they want, or expect, from content providers and brands.
A new global research report by Reuters, Content Connect II, reveals that there is a growing demand for personalisation in branded content: consumers are increasingly interested in content that reflects their personality type and is delivered in their preferred tone and style.
The survey, conducted among 752 reuters.com users, highlights the importance of style and tone in branded content, finding specific content topics appeal to different personalities.
It finds, for example, that the top personality type for business and finance content is ‘ambitious’, whereas arts and culture is ‘creative’, politics is ‘outspoken’ and travel is ‘spontaneous’.
Two-thirds of global CMOs now believe that “marketing decisions should be based on how they impact the customer, rather than the business”.
This growing interest in the consumer brings an increased focus on content marketing and branded content (an important sub-set of content marketing). Both functions are not just seen as mechanisms to bypass the blockers, but services that can deliver relevant and engaging content to the consumer when they need it most.
It is interesting to note that 77% of global consumers expect to see more personalised content in the future. It shows that branded content campaigns are more effective if they include personalised elements, with 63% of consumers agreeing that personally relevant content improves how they feel about the brand associated with it, and 58% see brands in a more positive light if they provide them with content that matches their interests.
The Reuters survey also shows that the right contextual environment increases content appeal. Some 64% of global consumers agree they are more receptive to branded content when it appears on a trusted online news brand.
Brands that can create and build trusted relationships with consumers using carefully selected authentic content partners can build favourability and engagement. This sentiment is reflected across the industry, with 92% of global marketers agreeing that ‘a brand appearing in a relevant contextual environment will increase its appeal’.
Content marketers need to deliver high-quality content that is relevant and has purpose. Despite the recent rise of fake news and freely distributed misinformation, consumer interest and appeal in branded content in a trusted environment remains stable.
Content Connect II reveals that 75% of global consumers are more receptive to sponsored content if the subject matter is of interest, and consumers increasingly think their favourite brands can benefit from sponsoring quality and relevant content (68% agree in 2018 versus 60% in 2017).
If relevance is key, what kind of content do consumers want to see?
More than six in 10 prefer informative and intelligent content, and within the industry, 67% of global marketers feel that timely and unique information makes branded content campaigns more meaningful.
Overall, consumers increasingly think brands can benefit from sponsoring quality content — 68% agreeing, compared to 60% last year — and audiences are still receptive to branded content if the subject matter interests them, with 75% agreeing — equal to last year.
While content marketing and branded content continue to grow, consumers are increasingly demanding more relevant and personalised content. This research shows that content marketers need to fully understand audiences’ preferences and personalities in order to maximise consumer interest and engagement.
This is a priority for Reuters in delivering effective content solutions for its clients.
