Right here’s one thing which may shock you: branded content material is now part of 80 p.c of shoppers’ lives.

Earlier this yr, we surveyed 1,072 Individuals about what they need from branded content material. Most instructed us they encounter branded content material often, however in addition they revealed preferences which may shock some entrepreneurs—and make them notice they’re lacking an enormous alternative.

You’ll be able to dig into the full findings right here, however I needed to spotlight three of probably the most stunning findings.

1. Manufacturers must up their meme sport (and spend extra time on easy, visible content material normally)

I do know what you’re considering: Joe, what are you doing? Do you actually belief manufacturers to make memes?

Proper now, not likely! However folks love easy visible content material like memes and nonetheless pictures. In our survey, it was the second-most common content material format, simply behind video. But, in a separate survey of 530 entrepreneurs we carried out just lately, lower than 10 p.c mentioned they had been prioritizing any such visible content material this yr.

Clearly, there’s a disconnect. My recommendation for manufacturers: Rent individuals who inherently love and perceive social platforms. If the individual working your Twitter doesn’t know learn how to communicate Twitter, they’re unlikely to succeed. But when they’re, don’t micro-manage them. Belief their bizarre Twitter meme concepts. Nice issues can occur—simply see manufacturers like Steak-umm, RGA, and Denny’s and the unimaginable quantity of affection they garner by letting their social workforce get bizarre.

2. Customers crave instructional programs

I’ve been relentlessly bullish on instructional programs as the way forward for content material advertising and marketing. The logic right here is fairly easy: Folks worth experience. You need steerage from advisors at a profitable financial institution or the thought leaders at a B2B tech firm in your subject. There’s no simpler option to earn folks’s belief than instructing them a brand new ability that makes their lives higher.

Our analysis bears this out—58 p.c of shoppers mentioned they had been prone to take a free course created by a model.

If you wish to reap the benefits of this development, Jordan wrote a must-read about learn how to just do that in his LinkedIn publication this week.

3. Social affect storytelling drives buy consideration

I wrote in regards to the analysis behind the facility of social affect storytelling in December, and now our personal analysis backs this up. Seventy-four p.c of shoppers mentioned they had been typically or at all times extra probably to purchase one thing from a model after studying in regards to the optimistic affect it had on the world.

Integrating these tales into your content material technique is a no brainer. Eschew the press launch, and concentrate on tales that illustrate your organization’s bigger initiatives. One in every of my favourite examples is Financial institution of America’s “Bees of One Bryant Park,” which showcased the corporate’s local weather change initiative by the story of the 300,000 (!) honeybees on high of the Financial institution of America constructing.

If you happen to discovered these developments attention-grabbing, don’t miss out. Try the complete report.