By Mindi Chahal

The tech giant believes that marketers “don’t know how best to deliver against content” so commissioned the research that spans four markets, including the UK, France, Germany and Italy.

The study revealed that when achieved and done right, inspiring consumers has a proven uplift on behaviours such as purchase intent, brand affinity and likelihood to share content by up to a factor of 1.84 times (see infographic below).

For the study, Yahoo showed 1,000 consumers in each of the four countries a set of ‘best-in-class content marketing’ and asked them a number of questions about different aspects of it. It then took Read full story ›

Source: Marketing Week