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Yahoo’s latest thought leadership research, Return on Inspiration, focuses on what are the key influencers that drive impact through Content Marketing – and consequently, how should we look to both create great content and measure it. This was the biggest study of its kind in EMEA and incorporated:
Marketing Society expert interviews on Content Marketing to frame the challenge
Focus groups and online blogs with consumers to explore in some detail what optimal content marketing looks like
Semiotics analysis, to understand how visual clues can lead to inspiration
and finally a 4 market advanced statistical analysis to found out what content marketing brand attributes drive ROI