Reuters Content Connect series, a global online survey by the news agency explores the content preferences and attitudes towards branded content revealing some detailed content marketing statistics.
Sampling more than 752 Reuters users, the Reuters Content Connect was conducted between 15th February and 6th March, comprising over 41% Director+ positions and 39% with an income of over $100,000. The regions covered under the survey include Americas, EMEA and APAC.
Observations and information from the survey reflect that branded content continues to hold prominence in the eyes of marketers. Content Marketing itself is preferred by over 85% of CMOs.
The Reuters Content Connect survey reveals that 77% of global consumers expect to see more personalised content in the future. It shows that branded content campaigns are more effective if they include personalised elements, with 63% of consumers agreeing that personally relevant content improves how they feel about the brand associated with it.
Trust is increasingly important in an era of fake news – 85% say they only share news stories from news brands they trust (up 15% on 2017) and 88% agree that a news brand is a mark of quality on a story.
You can read the findings of the entire survey below.
The survey was conducted by Synergy Research and Consulting and it highlights the importance of style and tone in branded content, finding specific content topics appeal to different personalities.