Phones fuel demand for brand content, as customers want closer engagement

News Corp Australia will this week unveil landmark new research into the effectiveness of content marketing, as seen through the lens of the consumer.

Mike Connaghan, managing director of commercial content at News Corp. Picture: John Feder

News Corp Australia will this week unveil landmark new research into the effectiveness of content marketing, as seen through the lens of the consumer.

The purpose of the study, The Power of Brand Content, was to uncover the powerful human stories and statistics that demonstrate how content brings the purpose and value of brands to life for everyday consumers.

The research project, conducted by global insights and strategy agency Crowd DNA, reveals that brand content has become a powerful tool in the decision-making process for everyday Australian consumers – and that has been amplified by people’s experiences throughout the pandemic.

Some of the key insights of the research include:

● 75 per cent of Australians engage with brand content at least weekly. This rises to 90 per cent for 18-24 year olds;

● 73 per cent of Australians expect the brands they like to provide them with relevant content;

● 70 per cent of Australians agree that brand content helps them discover new brands and products.

Mike Connaghan, managing director of commercial content at News Corp, said in the current environment, customers were demanding more from brands in return for their loyalty.

“These days, in smartphones, people have a fully fledged media experience in their hands, 24/7,” Mr Connaghan said.

“So the opportunities for clients to deliver content directly through our channels, through our megaphone – or indeed through their own channels and social media sites – have increased exponentially.”

Mr Connaghan said the groundbreaking research looked at the role content played in consumers’ everyday lives.

“We wanted to know how consumers view and interact with brand content … but we wanted to hear it from the consumers’ perspective,” he said. “Content market in Australia is a $2bn market and it’s growing at 15-20 per cent per annum. There’s an insatiable appetite from brands to create the content, and from customers to engage with it.”

The research will be publicly released on Thursday.