It underlined the importance of content to modern marketing strategies, and many companies feared they weren’t producing nearly enough content to drive conversions. This type of content, called branded content, is a way for brands to expose their content to a much larger audience than their own websites, while possibly building a collection of trustworthy backlinks to their site and getting their brand in front of more eyes. Marketers and advertisers are embracing branded content because branded content pieces have been shown to be more engaging than banner ads.
Key Takeaways:
- In 2011, Google’s Zero Moment of Truth report struck fear into the hearts of marketers and companies alike with its finding that the average consumer reviews 10.4 pieces of content before converting.
- This type of content, called “branded content” (or “sponsored content”), is a way for brands to expose their content to a much larger audience than their own websites, while possibly building a collection of trustworthy backlinks to their site and getting their brand in front of more eyes.
- Marketers and advertisers are embracing branded content because branded content pieces have been shown to be more engaging than banner ads. Studies show that the use of ad-blocking software is on the rise, and 45% of AdBlock users expressed a desire to remove as many ads as possible from their web experience.
“It underlined the importance of content to modern marketing strategies, and many companies feared they weren’t producing nearly enough content to drive conversions.”
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