Content has become an increasingly crucial part of the branding strategy of companies, although measuring the conversion that content marketing can have at the points where the brand wants to position is not always easy and simple. Brands can translate content marketing efforts into numbers when what they want to measure are concrete and tangible points, such as the effects that content has on increasing subscribers in email marketing or how content serves to create Better quality leads, but it is much more difficult to establish the return of the content when what you want to measure are much less objective elements.

Thus, content is being sold as a key issue to achieve consumer commitment and to achieve engagement, at the same time that it functions as a key to make brands more recognized and to enhance the main values ​​that have been associated with the Mark. But how exactly to measure the impact that content has on brand image? How to check if the content really has an impact on the intangible?

A study by Contently has attempted to answer that question and has focused on that point. You have verified the effect that content has on intangibles and how it affects brand values. To do this, they have  Egypt phone numbers list  analyzed the relationship that the recipients of their newsletter have with their own brand and have reached certain conclusions about how the content affects the appreciation of brands.

The first conclusion – and the most interesting for those who wonder how content affects the appreciation of brands by consumers – is that content does have an impact on its image and on the relationship established with consumers . According to their data, when the contents achieve high engagement, there is a rise in the appreciation of consumers in terms of brand recognition, opinion about the brand, trust in it and intention to buy their products.

But not only does the content matter on its own, it also has a value when it comes to related elements. Thus, according to their data, getting subscribers to the brand’s content and, above all, getting those subscribers to commit and respond to what the brand sends is an element of great value that has an impact on how they make the brand reach. to other consumers. Their figures prove it. Committed subscribers have a ratio when promoting content on their network that is three times higher than those who are not committed to the brand.

In addition, these consumers tend to see the brand with better eyes and give it a higher score than the competition. Their purchase intention compared to that of the competition’s products is also 4.6 times higher and – an even more interesting fact – they tend to see a brand of confidence much higher than that of the competition.

Therefore, the study concludes that to create value with content, it is not only worth launching messages but it is necessary to create content of sufficient quality so that consumers feel so interested in them as to subscribe to them. That is: the content has to be interesting and valuable and has to make consumers want to receive what the brand wants to say.

Engagement is very important

And it is that getting consumers who are really committed to the content is much more important than simply knowing that they are going to receive the message, no matter what. According to their conclusions, the more engaged consumers are with a content, the more they trust the brand (making it a source of relevant information in its sector that surpasses even traditional reference media) and the ‘better they think’ of it.


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