Does content marketing lead to increased revenue? How are consumers engaging and sharing the content from internet? A new white paper by Chadwick Martin Bailey provides answers to these important questions.
It said, adults are consume plenty of content online, often time they share that content with friends and family members, here are the some survey results:
* 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%).
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.
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.
For marketers, in order to benefit from content campaigns, understand what happens after a person receives a shared content item is a must; when comes to measuring the return on investment, track more than click-through is an important thing to do.
Beside that, they also need to look at conversions and their online content campaigns, which must attract consumers with details that are interesting, educational or amusing to encourage them to read and share the data in the first place, otherwise they won’t get the results as they expected.