On June 2, NewsCred hosted our fourth annual #ThinkContent Summit, bringing together over 1,200 content marketing leaders from Fortune 1000 brands, including IBM, Verizon, JPMorgan Chase, MasterCard, and Intel. At this event, we conducted a live survey with the goal of learning more about marketing and consumer behavior from some of the best marketers in the world.
The results of the survey showed that there is a major disconnect between what marketers spend their time, budget, and resources creating compared to what they themselves actually want as a consumer. Here are some of the findings from the 463 attendee responses:
The overwhelming majority (97%) of Fortune 1000 marketers spend over an hour researching and consuming content before making a purchase decision. Half (51%) spend more than four hours researching.
Overall, 64% rely on non-biased, unbranded information before making a purchase. 70% of marketers said that user reviews resonate the most when they are making a purchase decision.
And yet, despite their own consumer behavior patterns, only 27% of Fortune 1000 brand marketers allocate their budgets to content marketing.
In fact, 45% of Fortune 1000 marketers claim they still spend the majority of their budgets on traditional advertising, even though a mere five percent said that it was the channel that delivers the most ROI.
To view the full results, take a look at our infographic, produced in collaboration with content marketing agency, Column Five below.
Alexa Biale is a Brand Marketing Manager at NewsCred.
Originally published on Jun 21, 2016 10:00 AM