New research reveals that brand content has become a powerful tool in the purchase decision-making process for everyday Australian consumers.
The research is the first empirical finding in the Australian market explaining why content marketing is attracting increasing amounts of investment throughout the industry and its growing potency in convincing consumers to purchase.
Unveiled at News Corp Australia’s virtual event The Purchase Funnel is Dead: How Brands Killed it with Content, the landmark The Power of Brand Content study commissioned by News Corp Australia’s content agencies, Medium Rare, Storyation and Suddenly, confirms the value to marketers of speaking directly to customers with their own content.
The study, undertaken by global cultural insights and strategy consultancy firm Crowd DNA, uncovers the powerful human stories and statistics that demonstrate how content brings the purpose and value of brands to life for everyday Australians.
News Corp Australia’s managing director, commercial content Mike Connaghan (pictured) said the research validates why content marketing spend continues to grow.
“Consumers understand and truly value content marketing. They have given brands permission to present them with premium content directly on their own channels. They expect it to be useful, educational, inspirational and even entertaining – and, if it fulfils this criteria, brand content will flatten the path to…