In marketing conferences and trainings they always turn their backs when they realize that the channel that converts the most is search. What is search? It is when a user does a search and finds, via Google, what he wants. According to Custora numbers, in sales, search practically converts 10 to 1 in relation to social networks, which are a channel more focused on engagement and not sales. Conversions by digital channel Of course, after seeing the numbers, the question they ask is how much content should they create. The answer is that it depends on many factors, VP Risk Email Lists but rather than worrying about quantity, they should be concerned with quality. Posting 12 articles a day like some media that live by displaying banners do, and therefore require a lot of traffic, it does not have to do with the content of a personal brand or a SME, that traffic should not care, because what it requires They are leads and conversions, and therefore you should worry about attracting only the audience of your niche, with highly relevant pieces of content . In those cases, 1 note a day, every third day or two a week at least, can bring good results, if they are of excellent quality and also have the appropriate format .
According to a new quantitative study, ” Storytelling: The Current State of Branded Content, ” conducted by Forbes, IPG Media Lab and Newhouse, from Syracuse University, the impact of branded content is greater than advertising display, in terms of: memory, brand perception and intention / consideration. Was this clear? Content outperforms advertising in terms of recall and purchase intent. The study included more than 4,000 Forbes readers in the US who were asked to visit different pages on the magazine’s website, where content from Sony, Maserati and Boeing appeared; subsequently, a post-exposure survey was carried out. The results showed that: Branded content works – Branded content is highly effective in the brand funnel, outperforming display ads. Brand recall was 59% higher compared to ads; brand preference was 7% higher and purchase consideration was 9% higher. Branded content is maintained over time : The loss of impact on the viewer is frequent in advertising messages over time; branded content, however, showed better efficacy in 2016 than it had already shown in the study results in 2013. Branded content increases brand interest – Branded content can lead to lasting interest in the brand.
Consumers were 14 percentage points more likely to say that they intended to seek more information about the brand in the future. Don’t be afraid to talk about your brand: Those contents that had twice the number of brand mentions than the rest, caused these brands to be perceived as more educational by more than 7 percentage points; this increased on mobile devices. Last Review Long-form branded content brings higher acquisition consideration among millennials: Hard to believe, people ages 18-34 responded better to long articles, driving higher rates of consideration and engagement and recall. Branded content is perceived better: Consumers perceive branded content as more consumer-centric, as it is less about selling products and more about providing value to consumers. Creating branded content DOES NOT MEAN TO TALK ABOUT MY PRODUCTS AND SERVICES, but rather about topics that interest the user. Check out this post from Sony; it’s talking about how to take photos at night, not how awesome Sony cameras are.