BBC StoryWorks: The science of engagement

This paper by the BBC's StoryWorks examines the key metrics that allow marketers to approach the challenge of measuring the effectiveness of content-led marketing.
  • Brands must unlock the unconscious mind that rules the human organism; the approach was to look at English language consumers of news in six markets through a quantitative survey, facial coding, and implicit response testing upon seeing a selection of branded content.
  • The research found heightened engagement where the brand's involvement was fully transparent, and that properly executed content marketing is trusted and persuasive.
  • Strong content will lead also to a more powerful emotional impact on brands, on average; also, integrating the brand within the content's narrative works much harder for the advertiser.
  • Guidelines for content marketing...

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