Yahoo! Return on inspiration: New world content marketing

This paper describes a study by Yahoo! into content marketing, analysing the factors that drive the best experiences and aiming to create a measurement model to calculate the ROI value of content marketing.
  • The study asked 4,000 consumers in Europe questions about a set of best-in-class content marketing and used the resulting data to model out which aspects are most likely to drive purchase intention, brand affinity and advocacy.
  • The article lists six steps marketers should follow to drive impact, including telling real and compelling stories and showing positive intent.
  • Trust is one of the most important factors: consumers who say they trust the content are three times more likely to share it, or feel positively towards the brand....

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