Research reveals how shockingly unmemorable content marketing is for customersby
Content is a key part of many marketers’ plans in 2017, with research from the Content Marketing Institute indicating that 87% of UK marketers now regard themselves as content marketers.
However, new findings reveal that most content marketing efforts fail to leave a lasting impression on customers.
According to the Science of Attention report from presentation platform Prezi, 80% of consumers forget the majority of information from branded content after only three days, and over half can’t recall a single detail.
This suggests that despite rising investment in branded content, most content marketing is failing to influence perceptions or purchasing decisions.
So what’s going wrong?
Working with renowned cognitive neuroscientist Dr Carmen Simon, Prezi’s research found the three most common reasons consumers forget content are irrelevancy (55%), a lack of motivation to remember it (35.7%), and the fact that there is simply too much content to retain (30%).
Examining the types of content which are most memorable, the research suggests that:content which ‘tells the audience something new’ is the most memorable, helping 27% of respondents to remember a brand. Content that teaches, inspires or entertains were the next most memorable (all 25%).
In terms of format, video was reported to be most memorable, with 37% of respondents rating it as best, followed by written articles (28%), and face-to-face presentations (21%).
Elsewhere, 49% of respondents reported that content which mentions something good that’s happened helps them to remember it long-term.
Further findings of the report and actionable tips for marketers can be found in this prezi.
Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 20 years, including Internet Works, CXO magazine and Business Management. He joined MyCustomer in 2007.