WHAT ROLE DOES CONTENT PLAY FOR BRANDS?
A new Meaningful Brands® study by the Havas media group asked this question.
The findings? Sixty percent of all content created by brands is “poor, irrelevant or fails to deliver”.
The Havas study analysed 1,500 global brands, more than 300,000 people in 33 countries and 15 different industries.
Maria Garrido, Havas Media’s global chief insights & analytics officer, said the group wanted to gain a better understanding of what role content played for brands.
“Surprisingly, the data demonstrates an alarming ineffectiveness of existing brand content. Our expectations for the role or the types of content are simply not being met,” she explained.
The study came up with a content effectiveness index, data that tracks a brand’s performance, how meaningful it is and the content the brand produces.
Does meaningfulness matter? Yes, says Havas Media. Meaningfulness in brand marketing can increase their share of wallet by 9 percent. Meaningful brands have outperformed the stock market by 206 percent in the period between 2006 and 2016.
Which brands topped the meaningful tables in 2016? According to the study, digital companies led the way. The winners include Google, PayPal, WhatsApp and YouTube. Disney, Colgate and Wikipedia also featured.
Core brands, such as Google, continue to do well in such studies, but Garrido says the gap between those doing well and those that score poorly is getting wider.
What do people view as the world’s most meaningful industries? Entertainment, food, media, technology and healthcare are among those named.
How does content contribute to a brand’s meaningfulness? Havas Media says the role of content is to inform, educate, entertain, inspire, reward and help. Great content will drive personal wellbeing.
People expect great things from content – 84 percent say they expect content to entertain, tell stories, give solutions and create experiences.
The study has lots of insights for marketers. It reinforces the importance of great content and that content needs to be useful and interesting. Is yours?