Businesses are increasingly promoting their products and brands through online content campaigns. How exactly does this strategy work? How are consumers engaging and sharing this content? And does content marketing lead to increased revenue? A new white paper by Chadwick Martin Bailey provides answers to these important questions.
Adults consume plenty of content online and often share that content with friends and family members as the survey results show:
- Consumers who read and share online content: 75%
- Nearly half of consumers who share on a weekly basis: 49%
- Main route for content sharing for consumers over age 35: Email
- Main routes for content sharing for consumers ages 18–34: Email and Facebook
For all surveyed populations, email (86%) leads as the chief form of content sharing while Facebook comes in second (49%). Consumers are usually sharing content because they find it interesting (45%) and believe their friends and family will have a similar reaction. For now, consumers are far more likely to share family pictures (62%) than coupons/discounts (32%).
For marketers to benefit from content campaigns, they need to understand what happens after a person receives a shared content item. eMarketer analysts, referring to a similar study from SocialTwist on this same topic, revealed that when consumers received information via social network channels like Tell-a-Friend or Twitter, click-through rates tend to be higher than for email. However, those findings may be skewed. Emails contain all of the information necessary to understand an discounted offer while a Twitter user must click through to obtain this information. The analysts also point out that conversions, the goal of an online marketing campaign, are higher for email shares than for shares that stem from social networks.
Marketers who are using content campaigns should be sure to track more than click-throughs when measuring the return on investment. They must look at conversions. And the online content campaigns must attract consumers with details that are interesting, educational or amusing to encourage them to read and share the data in the first place.[Source: Mendelsohn, Josh. McKenna, Jeff. How, Why and Why Content People Share Online. Chadwick Martin Bailey. Web. September 2010. Web. 5 Nov. 2010; How Effective is Sharing via Email vs. Social Media. 21 Oct. 2010. Web. 4 Nov. 2010]