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Return on Inspiration - New World Content Marketing

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Measuring the return on content marketing is a dicult challenge. A simple view on clicks, as for so many
digital advertising solutions, is not a satisfactory measure when the return on investment in content creation
needs to be far more tangible against brand goals such as purchase intention, brand perception and advocacy.
And as we witness an ongoing evolution of the purchase funnel, where consumers follow less traditional, less
well understood paths to purchase, it’s timely to re-think ‘ROI’ in terms of the ‘Return on Inspiration’ we create
when engaging our customers with brand-created content.

Veröffentlicht in: Marketing
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Return on Inspiration - New World Content Marketing

  1. 1. Return On Inspiration Everybody’s talking about it. But are they actually doing it? Content marketing offers a tremendous opportunity for brands. Return on Inspiration, a new research study from Yahoo (the largest content marketing study of its kind in Europe) gives exclusive insight into how brands can turn content marketing talk into actual, brand-building outcomes. advertising.yahoo.co.uk © 2015 Yahoo. All rights reserved
  2. 2. Return On Inspiration ROI in the new world of content marketing Inspired by these findings? Contact your Yahoo sales representative. Or email info-yahoo@yahoo-inc.com to find out more. ADVERTISING Measuring the return on content marketing is a difficult challenge. A simple view on clicks, as for so many digital advertising solutions, is not a satisfactory measure when the return on investment in content creation needs to be far more tangible against brand goals such as purchase intention, brand perception and advocacy. And as we witness an ongoing evolution of the purchase funnel, where consumers follow less traditional, less well understood paths to purchase, it’s timely to re-think ‘ROI’ in terms of the ‘Return on Inspiration’ we create when engaging our customers with brand-created content. Content marketing should start with inspiration, working upwards to measurement, which is about more than simply the views your content generates. Done right, content marketing is highly shareable and boosts brand talkability. Content marketing campaigns on Yahoo and Tumblr have deliver earned media up to 40% of the entire campaign spend. That kind of halo effect, now backed by robust estimates of the value to your business across key marketing objectives, is an opportunity awaiting your brand. Methodology Return on Inspiration from Yahoo spanned four markets - the UK, France, Germany and Italy - engaging more than 4,000 people through focus groups, online diaries and questionnaires. Yahoo's partnership with the Marketing Society in the UK provided great insight from the industry's senior marketing influencers. Semiotic analysis also explored visual cues that might underpin engagement with brand-created content. The Marketer’s Manifesto All brands, whether new or established, have the potential to inspire. Return on Inspiration research from Yahoo reveals six steps to creating inspiring content marketing: Return On Inspiration research from Yahoo has found that inspiration is the key driver for successful content marketing. When consumers find content inspiring, we’ve demonstrated a proven uplift on key measures of purchase intent, brand affinity and likelihood to share content, the new word-of-mouth. When content marketing inspires to try new things consumers are... 1.84x more likely to purchase 1.75x more likely to feel positive about a brand 1.76x more likely to share content 1. Aesthetic Wins Open, fun visuals entice users 2. Knowledge Empowers Teach or give useful advice 3. Real Stories Succeed Real & compelling wins focus 5.Trust Is Essential Authenticity drives engagement 6. Simple Entertainment Works Simple or fun boosts shares 4. Nice Brands Don’t Finish Last Add value, consumers come first

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