Green Park Content recently asked 1,000 consumers to tell us what they think about branded content…
The research, which surveyed 1,000 UK consumers on what they thought about branded content, how they engage with it and how they like it to be delivered, also revealed that consumers aged 18 – 24 were heavily influenced by brand content, with 69% confirming they would make a product purchase after seeing it online, dropping to 40% for consumers aged 35 plus.
When questioned on how consumers make considered purchases worth in excess of £100, traditional methods like Google Search, online reviews and the brand websites are still deemed the most trusted sources of information, followed closely by YouTube with 30% of consumers advising they use the video search engine to aid purchasing decisions.
Other key take outs from the research include:
On discussing the research, Sven Lung, the Founder and CEO of Green Park Content, said: “Green Park Content is dedicated to helping brands publish authentic and valuable content online that will increase consumer engagement and drive resulting sales. In conducting this research, we wanted to understand what types of content people engage with most and how they like it to be delivered, so brands can understand how best to reach their target audiences.”
“The research provided some extremely telling results, particularly in showcasing that not only should brands create a proactive content marketing strategy to engage with stakeholders, but that they should take the time to understand how different demographics utilise and engage with varying digital platforms to increase consumer engagement and drive effective results.”
Founded in 2014 by Sven Lung, the Founder of e-Commerce empire, Brand Alley, Green Park Content is a global brand publishing agency, headquartered in London city centre.
Specialists in creating effective and innovative brand publishing strategies for leading brands like Unilever, the firm employs over 200 staff.
Green Park Content wins Best Use of SEO at the International Content Marketing Awards.
The awards aim to highlight the most original and effective work in content marketing and attracted entries from 23 countries and 150 agencies.
Green Park Content won Best Use of SEO for demonstrating the role of content in driving optimum search results. In this hotly contested category, its work for All Things Hair in 2018 involved creating content at unprecedented scale, encompassing more than 7000 locally relevant articles and 700 videos.
The radical SEO strategy saw Unilever’s hair brands no longer competing for hair-needs based search terms, moving instead to more impartial, editorially driven content without brand approvals or even reviews. The results saw a 56% increase in audience to 18.2m in 2018, with 50% of traffic generated organically, the site paid for itself twice in terms of media investment across 2018 and boosted purchase intent across multiple Unilever hair brands.
The judges described all things hair as: “They did something bold, brilliantly! By understanding how people search for inspiration around hair, they created a new platform that was broad in scope, ambitious and has been incredibly effective – all of which makes this entry a clear winner”
Jonathan Fink, Head of SEO and Innovation at Green Park Content said: “We’re delighted to win the CMA award for Unilever against such stiff competition. It’s a testament to the hard work of our team who work with this brave client across nine markets, producing original content in six languages.”
Further information from:
Green Park Content