If brands want to succeed in content marketing, they need to focus on putting the right material in front of audiences with a genuine appetite for it.
Connected Life proves that many of the best opportunities for doing so are currently being overlooked:
- The markets that are most keen on engaging with brand content are provided with significantly less brand content to engage with
- Consumers in emerging and Asian markets are far more active in their engagement with content than those in developed, western markets
- Within any market, the consumers who have the greatest openness to engaging with brands online are also the most connected and influential on social media
- Brands need to align their content with expectations of their category’s role online