Digital Content Marketing holds promising future for brands, reveals BBC Works study

22 Jan,2016

By A Correspondent

 

BBC Story Works, the content marketing arm of BBC Advertising, is pioneering new ways of understanding the emotional impact of content-led marketing by measuring consumers’ subconscious reaction to campaigns on BBC.com. In a study published today titled ‘The Science of Engagement’, its in-house insight team, in partnership with facial coding experts CrowdEmotion, has combined traditional research metrics with facial coding to understand how brands can use content-led marketing to effectively engage with consumers. BBC Advertising plans to offer this insight to premium clients as part of its campaign reporting to ensure they understand the full impact content-led marketing can have on consumers and the value of it to their brands.

 

According to the research, well executed and clearly labelled content-led marketing is considered trusted and persuasive in quality environments, and has a powerful emotional impact for the brands involved. Exposure to content-led marketing can significantly improve consumers’ positivity towards the advertising brands (with a +77 per cent increase in explicit positivity between pre and post exposure). In addition, the study measured the second-by-second facial movements of people as they experienced the content to measure true engagement and the respondents’ implicit reaction. The results showed that exposure can also lead to a 14 per cent increase in subconscious positivity.

 

Richard Pattinson, SVP Content, BBC Advertising and Head of BBC Story Works, said: “In a time when advertisers are increasing their spending on content-led marketing, it is important that they also feel confident in its effectiveness, and understand the significant positive impact this kind of content has on their brand. We believe that this study will enhance advertisers’ understanding and confidence in these campaigns, and in the value of high quality content-marketing delivered in premium environments.”

 

Other key findings from the research include:

:: Transparency and quality were revealed to be the most important factors in engaging the audience.
:: 64 per cent were happy to read content-led marketing so long as it is clear which brand it is presented by and 64per centwere happy to read as long as it is clearly labelled.
:: Among those who already have a high awareness of the medium, this increases to 82 and 83per centrespectively. From that group, 80per centagreed they would share it and 80per centthink it plays a complementary role to editorial content.
:: In the facial coding study, rejection for fully labelled brand-presented content was 7per centbelow the average benchmark, while rejection for non-labelled content was 18per centabove the average.
:: 63per centof respondents were happy to see the content as long as it mirrored the quality of the provider’s editorial content. In addition, 59 per cent found the content informative, 55per centfound it interesting and 57 per cent said they would share it.
:: Consumers are 30 per cent more likely to believe content-led marketing on premium news providers will be more informative and accurate than on non-premium news providers.
:: Integrating the brand drives a greater emotional response and referencing the brand within the content narrative works harder for the advertiser. Integrated content drives a +109 per cent increase in explicit and a +32 per cent uplift in implicit brand positivity. Integrated content also increases key call to action measures of recommendation and consideration.

 

The month-long study was conducted in October 2015, following the insight that while traditional performance metrics offered a partial story of campaign success, combining them with the measurement of both conscious and subconscious consumer reaction to branded content offered a more rounded view of the effectiveness of content-led marketing campaigns.

On the decision to explore emotional recognition techniques, Pattinson commented: “BBC StoryWorks has used the innovative facial coding methods offered by CrowdEmotion to prove that when made transparent and properly executed, brands can use content-marketing to heighten emotional engagement and enhance brand perceptions with consumers.”

 

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