Editor’s Note – A definition of content marketing: creating and distributing valuable and relevant content to attract and retain a clearly-defined audience. The Science of Engagement – Content Matters – presented by Andrew Tenzer, Head of Global Research BBC Global News Ltd.
This original research focused on content marketing was presented by BBC Global News at the Audience Measurement (AM) conference held in June.
The approach: digital consumers of English language international news age 16+; six markets (Australia, Hong Kong, Singapore, US, Canada and Germany); quantitative survey + facial coding + implicit response testing.
Among the key takeaways:
- There is heightened engagement where brand involvement is fully transparent
- Properly executed, content marketing is trusted and persuasive
- It can have a powerful emotional impact on brands
- Referencing the brand within the narrative works harder for the advertiser
