5 realities to consider in any content marketing strategy

In recent years, and in the heat of the network and all the elements that have been born in it, the contents have experienced an explosion. It is becoming easier to access information and there are more and more sources of content. Brands have also entered the content battle and have managed to gain a foothold in them, also showing that information is the best way to reach the heart of the consumer. And, with this movement, they have begun to compete with traditional and new media for consumer attention and for being the ones who manage to become the element that they consume. But achieving success in the world of content is not easy and the position of the different consumers is quite complex, as the study The State of Content: Expectations on the Rise , just launched by Adobe, has just shown. From the outset, consumers value the impact content has on their relationships with brands Honduras Mobile Database. 71% of respondents in the Adobe study say that it is now easier to interact with favorite brands and products, which has a positive impact on their reality of the content boom. Brands do not, however, live apart from others and they are not an exception or an oasis in the content boom and they have to face the same problems and challenges as other content producers; challenges and problems that, according to the study data, are quite varied and complex.

Consumers consume a huge amount of content Consumers have a growing number of devices that function as access points to content and therefore multiply the sources of information that these consumers handle. The average is to have 6 devices and have 12 content sources, but things vary between different generational groups. Members of Generation X are in the mean data, other consumers are not. Baby boomers rank below, with 4 devices and 9 content sources, but millennials (which is the concern for brands) are above. They have 14 content sources and 7 devices. Millennials are not only positioned differently in content consumption but also in the sources that are their favorites.

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Compared to other generations, who continue to use the computer as their main source of information, they turn to mobile phones. The era of the multiscreen has arrived But while the device priority list is different, consumers agree on one point. Multiscreen is not just a question of young people or a few consumers. It is the norm. Consumers are multiscreen: according to the study data, 88% of them are positioned in this pattern of behavior and makes the average number of screens a consumer pays attention to is 2.42. Being multiscreen has a direct effect on how information is processed. An average of 40% (but 48 of millennials, 33 of Generation X and 36 of baby boomers) say they are distracted when accessing information. Getting your full attention is not easy Therefore, getting consumers to pay attention to content is increasingly difficult and it is necessary to do more than ever to offer what the recipients want and when they are ready to access it.

Thus, when producing content, many contextual elements must be taken into account. According to the study data, if consumers have a limited time margin, if they go ‘in a hurry’, they will prioritize some behaviors over others. The analysis confronted consumers with a decision making. What would they do if they only had 15 minutes to access the content? If you play video against written content, video is the big winner. 66% of respondents say they would rather watch a video on a late-breaking topic than read an article about it Brother Cell Phone List. And when what is faced is depth versus ‘pecking’, depth is what loses. 59% of those surveyed say they prefer to jump from article to article to see a trend compared to only 41% who are better off with an in-depth article on the subject. The importance of precision is increasing (at least for some groups) Consumers also attach great importance to content and its nature.

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Although the fact that it is entertaining is very important to make the content draw attention over the noise that is generated, the truth is that consumers want the information they receive to be accurate. In general, when asked about the most important value on the contents, 25% chose that they be entertaining and 75% that they be accurate. Figures vary slightly across generations. Millennials stay at 35-65 entertained and adequate, Generation at 20-80, and baby boomers at 10-90. In fact, the fact that the content is authentic or is not less important for millennials, which makes getting their attention has become a much more decisive element to reach them than that the information is truthful and fully contrasted (which can open a lot of debate about the nature of the media). Of this group, about 4 out of 10 do not confirm that what they are reading is real or true before uploading it to social networks and less than half question whether the content they share on social networks is appropriate or not. 27% of millennials share articles without reading them in full.

But if the generational bias is eliminated, the veracity, fairness and precision of the articles is very important. 61% of consumers wonder if the articles are biased, 60 if the photos have been modified, another 60 if the author of the content has been paid to express enthusiastic positive opinions and 57 if the reviews have been deleted. And this means that less professional content sources end up becoming those that receive better opinions: consumers trust their friends and family more and more and trust traditional content sources less and less. Friends and family are the sources of information that achieve, by far, the best reliability ratios (72% consider them reliable, compared to 55 that consider traditional media, 54 of printed newspapers or 34 that are trust of online entertainment headers a la Buzzfeed ). How the contents should be In order for consumers to trust the content, you should not only worry about issues related to the content itself, but you also have to work on the presentation part.

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Consumers value the content viewing experience, as it modifies their perception and impacts how they consume the content. 80% give importance to the viewing experience since that is what keeps their attention, a 73 value that it looks good on the device they are using at the time and a 64 expect a good generalized design of the content. Added to this is the 56% who expect content to be personalized based on their interests, 55 who want to see it on multiple devices, 52 who hope to be able to share it and 48 who want to interact with it. To this must be added the fact that some content works better than others, as numerous studies have shown over the last few years. Brands must therefore make an effort to get to know their consumers better and to clearly establish what they are interested in, since this information will be the one that allows the content to reach the public in question and succeed. To give an example of one of the issues that usually concern brands when they make their content marketing strategy, not all content has the same reception on social networks. Some are more successful and are much more viral than others.

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