Building Influence in your audiences’ content eco-system, can increase the purchase intent for your products with Expert Content, Branded Content and User Generated Content. As high as 67 percent of shoppers purchased a gift they found on Social Media.
According to research shared on Forbes,
Consumer engages with 11.4 pieces of content prior to making a purchase (Forrester)
Consumers are 5x more dependent on content than they were 5 years ago. (Nielsen)
Expert Content, Branded Content and User Generated Content has an impact on both upper and lower funnel metrics:
Brand Awareness: Expert content had an 88 percent greater impact than brand-owned content and 50 percent better than user-generated reviews.
Brand Affinity: Expert content had a 50 percent greater impact than brand-owned content and a 20 percent better response than user reviews.
Purchase Intent: Expert content lifted intent over brand-owned content by 38 percent and 83 percent over user reviews.
According to a report published by Contently based on research from TheShelf, Influencers yield the highest return for Branded Content published.