BBC StoryWorks, the content marketing arm of BBC Advertising, found that well executed and clearly labelled content-led marketing is considered trusted and persuasive in “quality environments”, and has a powerful emotional impact for the brands involved.
‘The Science of Engagement’ study said that exposure to content-led marketing can significantly improve consumers’ positivity towards the advertising brands, with a 77% increase in explicit positivity between pre- and post-exposure.
Exposure to this sort of marketing was also found to lead to a 14% increase in subconscious positivity.
“In a time when advertisers’ are increasing their spending on content-led marketing, it is important that they also feel confident in its effectiveness, and understand the significant positive impact this kind of content has on their brand,” said Richard Pattinson, SVP content, BBC Advertising and Head of BBC StoryWorks.
“We believe that this study will enhance advertisers understanding and confidence in these campaigns, and in the value of high quality content-marketing delivered in premium environments.”
The research included a sample of 5,153 digital consumers of English language international news across six markets – Australia, Hong Kong, Singapore, USA, Canada and Germany.