Warc, 7 May 2014
NEW YORK: Almost two-thirds (62%) of Americans say they want
to see original content directly from brands while half (52%) prefer to go
directly to a company's website for content instead of relying on social media,
a new study has revealed.
Only 25% use social media for content about a brand while
22% rely on third-party articles, according to the WP Engine Content Creation
Study from the Texas-based software content management platform.
WP Engine also found nearly half (46%) of Americans read the
blogs of their favourite brands and two in five prefer to read content directly
from a company blog rather than a news magazine or website.
Among those who want to see content directly from brands,
27% want to read articles on important issues, 16% look for research on the
company's industry while funny stories appeal to 12%.
The vast majority (81.4%) said they are prepared to view
content that does not blatantly "sell" a company's product. In what
is perhaps a surprise finding for those who advocate celebrity endorsement,
nearly all respondents (96%) do not want to see stories about how celebrities
use a company's product.
Almost half of those surveyed (48%) said it is important for
brands to produce content on their blog because it provides consumers with the
most up to date information (32%), it provides a more personal connection with
a company (16%), or gives a brand a voice (15%).
If a brand does not produce content on its blog, the
negative effects include a brand losing communication with its customers (19%),
losing customers to its competitors (16%), looking lazy (12%) and being seen as
less relevant (10%).
The new survey also found that US consumers prefer content
to be written in the style of a news article (25%) rather than as a feature
article (21%) or in the style of a short blog (17%).
"Consumers demand content and the research shows that
even with various outlets they can go to, consumers still want to hear directly
from the brands," said Heather Brunner, CEO of WP Engine.
"It's important for companies to share their thoughts
as it gives them a personal touch with their customers, allowing more
meaningful conversations to arise," she advised.
Data sourced from WP Engine; additional content by Warc
staff
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