Transparent involvement of brand, well-executed and clearly labelled content and integration of brand with the narrative are among key factors emerging from a study seeking to understand the emotional impact of content-led marketing by measuring consumers' subconscious reaction to campaigns shown on BBC.com.
The study titled "The Science of Engagement", conducted by the in-house insight team of BBC Story Works - the content marketing arm of BBC Advertising - in partnership with facial coding experts CrowdEmotion, combined traditional research metrics with facial coding to understand how brands can use content-led marketing to effectively engage with consumers.
Transparency and quality were revealed to be the most important factors in engaging the audience. Also, exposure to content-led marketing can greatly improve consumers' positivity towards the advertising brands, with a 77 per cent increase in explicit positivity from pre- to post-exposure. The research included a sample of 5,153 digital consumers of English language international news across Australia, Hong Kong, Singapore, the US, Canada and Germany.
The study titled "The Science of Engagement", conducted by the in-house insight team of BBC Story Works - the content marketing arm of BBC Advertising - in partnership with facial coding experts CrowdEmotion, combined traditional research metrics with facial coding to understand how brands can use content-led marketing to effectively engage with consumers.
Transparency and quality were revealed to be the most important factors in engaging the audience. Also, exposure to content-led marketing can greatly improve consumers' positivity towards the advertising brands, with a 77 per cent increase in explicit positivity from pre- to post-exposure. The research included a sample of 5,153 digital consumers of English language international news across Australia, Hong Kong, Singapore, the US, Canada and Germany.