From branded content to Wikitribune – content marketing trends

Branded content is suffering from memory problems

80% of consumers forget most information gleaned from branded content – including images, video, graphics and Branded contenttext – within just three days.

Over the same 72-hour period, 50% of consumers state they’re unlikely to remember a shred of detail.

Ouch.

These are the headline findings from a new study conducted by presentation software provider Prezi, in conjunction with Dr. Carmen Simon – a cognitive neuroscientist from California.

Content marketers would do well to take this one on the chin, look at the causes and find a way to make their content more memorable.

So, why are so many people failing to remember? Here’s what the study found:

  • 55% say the content is irrelevant.
  • 36% lack the motivation to remember it.
  • 30% say there’s just too much content to remember.
  • 18% blamed distractions.
  • 9% cited stress.

While external factors are present, it’s the content itself that’s causing these problems with memorability.

Thankfully, the study also outlines what content marketers can do to turn things around. And, copywriters are uniquely well placed, with written text already being the second most memorable medium.

This is what consumers had to say about how companies could make their branded content memorable:

  • 49% want content to be more positive and mention something good.
  • 48% want to feel like they’re being engaged in conversation.
  • This rises to 70% among 16–24 year olds, and 64% of people living in London.
  • 27% remember brands whose content tells them something new.
  • 25% remember content that teaches, inspires or entertains them.

So, now you know exactly what to aim for when it comes to planning your branded content strategy. And, with content marketing already a potent sales tool, just think of the possibilities if audiences were to actually start remembering your content!

Content marketers get the feel-good factor from AI

AI‘s going to steal our jobs!” appears to be the main narrative in society today. 

But, according to new research from DemandBase, the naysayers are actually a vocal minority – in the marketing sector at least.

Rather than replacing us, most content marketers believe AI will augment us. A massive 98% view AI as beneficial, with marketers theorising that smart algorithms will take over the donkey work, leaving them free to create.

Here’s an overview of the findings:

*Graphic courtesy of DemandBase

And, if you’re still not sold, just think of all the ways advanced technology is already supporting your work.

Spotted in the news…

Jimmy Wales, one of Wikipedia’s esteemed founders, has just launched an innovative news service dubbed ‘Wikitribune’.

The site’s been created in response to the perceived rise in fake news. The service will be ad-free, and users won’t need to pay anything to access. Wales’ aim is to provide a news source that’s both “factual and neutral“.

To achieve brevity over those traditional news sources who claim to aspire to the same, a paid team of writers will be required to detail the source for each fact in every article. The public will be able to edit inaccuracies, but these will only go live once approved by a moderator.

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