Published: 11 March 2024
The range of content types makes it difficult to choose the right mix. This research highlights six content types by investment, customer engagement level, use cases and the marketing objectives they support. Digital marketing leaders can use this research to plan an optimal mix of content types.
Thirty-nine percent of consumers like to see educational content from the brands they follow on social media.
Forty-five percent of consumers who have made a major or significant purchase in the past year looked at product videos (e.g., unboxing, demos, reviews, etc.) before doing so.
Among consumers who have used an augmented reality/virtual reality (AR/VR) tool in the past six months, shopping/browsing tools (65.5%) were the most popular type.
Digital marketing leaders focused on content marketing and management should:
Avoid content that blatantly self-promotes and focuses solely on the products/services that can cause consumers to lose interest. Instead, provide educational
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Analysts:
Nicole Coskren, Karen Lee
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