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Infographic: Using Content Marketing to Reach Gamers

Posted by Robb Henshaw on Sep 17, 2014 1:00:00 PM

Ever wonder how gamers decide which game to buy? And have you wondered how your content marketing efforts might help reach the gaming audience?

This infographic, based on recent Nielsen research, helps marketers make sense of how gamers are using different types of online content, including user reviews, expert opinions, and brand websites, to identify and evaluate video game purchases.

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This infographic highlights:

  • The content gamers trust most at each stage of their purchase process
  • Content characteristics that lead to greater consumer trust and action

Download the infographic to better understand the role content plays in gaming purchases and to enhance your own content strategy to maximize ROI.

 

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Topics: Content Marketing

Infographic: Content Marketing for Mobile Devices

Posted by Robb Henshaw on Sep 11, 2014 2:34:37 PM

With so many smartphones and tablets on the market today, consumers are struggling to understand which ones are right for them. How can your content marketing efforts help them decide?

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This infographic (above is a small sample of data presented), based on mobile-specific findings from recent Nielsen research, helps marketers make sense of how consumers are using different types of online content, including user reviews, expert opinions, and brand websites, to identify and evaluate mobile devices for purchase.

This infographic highlights:

  • How different types of content impact each stage of the mobile funnel
  • Content characteristics that lead to greater consumer trust and action

Download the infographic to better understand the role content plays in mobile purchases and to enhance your own content strategy to maximize ROI.

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Topics: Content Marketing

Infographic: Content Marketing for Consumer Electronics

Posted by Robb Henshaw on Sep 9, 2014 6:00:00 AM

With so much new tech on the market today, consumers are struggling to choose products that are right for them. So how do they decide? 

Screen_Shot_2014-09-08_at_4.10.08_PM

This infographic, based on recent Nielsen research, helps marketers make sense of how consumers are using different types of online content, including user reviews, expert opinions, and brand websites, to discover and evaluate new technology products.

This infographic highlights the following to help with your content marketing planning:

  • The type of content most impactful at each stage of the CE purchase process
  • Content characteristics that lead to greater consumer trust and action

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Topics: Content Marketing, Content Discovery, Experts

What Content Do Consumers Trust When Buying a Car?

Posted by Robb Henshaw on Sep 4, 2014 7:30:00 AM

When consumers are looking to buy a car, what content do they rely on? This is one of the questions we set out to answer when we partnered with Nielsen on a massive research study earlier this year. You may have seen some of the hundreds of articles that the study inspired, but the original study only presented the aggregate data across all product categories we evaluated. In this next series of reports, we will be issuing individual infographics summarizing the data for each product category we explored, giving content marketing pros in each of those categories more specific, actionable data for their market. Nielsen_Auto_Infographic_Teaser

Today we begin with the Auto category, and we're excited to present to you the data on which content consumers rely on when purchasing a car. Here are a few highlights:

  • When it comes to Brand Awareness in the Auto category, both Branded Content and Expert Content had the same lift.
  • Expert Content provided 2X more lift than Branded Content and 4X more lift than User-Generated Content for increasing Interest
  • And when it came to influencing a consumer's Purchase Consideration, Expert Content had over 3X the lift of Branded Content and nearly 2X the lift of User-Generated Content

Click the button below to download the full infographic now. And come back next week for the next infrographic, which presents the data on which content moves the needle for consumers when they are purchasing consumer electronics. 

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Topics: Content Marketing, Experts

Google Authorship is Dead, But the Need for Expert Validation is Not

Posted by Robb Henshaw on Sep 2, 2014 8:00:00 AM

As of this week, Google has ended its three-year experiment with Google Authorship, removing all Authorship results from their Search results. Google's John Mueller explained in a Google+ post that, when it came to Authorship's effect on search results, they "observed that this information isn’t as useful to our users as we’d hoped, and can even distract from those results" (via Mueller's Google+ post).Google+

Now, some might think that this move is an indicator that Google no longer believes that the author of a piece of content is important, but I think that would be a faulty assumption. I think Google is very interested in WHO is writing a piece of content - it just so happens that they didn't get it right with Authorship. 

The fact that Authorship was tied to Google+ was always a limiting factor when it comes to which content would be presented in search results. If an author did not have their Google+ profile connected, then their content simply would not appear in results. According to Search Engine Land, less than 30 percent of the most influential authors were using authorship markup on their blogs - which means a great deal of truly expert content was not being presented in Google search results. Thus, the value to users was low. 

But I would be very surprised if Google doesn't ultimately introduce some other means of validating the source (the author) of content in the future. And here's why:

People care about the source of the content they are reading. 

This doesn't just mean that people trust the publication (i.e., as long as it's in the Wall Street Journal, it must be credible) - people are also increasingly reliant on the expertise of the individual author. And we've seen from several studies - including this one by NIelsen - that when people read content from Experts they trust, they are more likely to act upon that information. 

So while Google's Authorship experiment may have been a failure this time around, I'll be curious to see the approach that Google takes next in identifying and presenting content based on the source's expertise. Hopefully it will be one that depends less on a limiting factor like Google+ so that adoption will be higher, and will truly add value to the user's experience. 

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Topics: Content Marketing, Experts

Talking About the Role of Experts in Your Marketing Mix

People Trust Experts More Than Brands

If we take off our marketing hats and think about how we - as consumers - make decisions, there is one universal truth: we trust what experts have to say about a brand (or its products) more than what the brands say about themselves. On this blog we explore:

  • The role of experts in our decision-making processes
  • The evolution of content marketing and native advertising
  • How marketers can leverage expert opinions in their marketing mix for greater impact

Got questions? Please ask! We encourage an open dialogue on best practices that can help move the industry forward. 

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