Native content more effective for public relations
Generating content is becoming increasingly important for companies as they look to engage with members of the public and reach new audiences. The good news for those looking to maintain contact with these groups is that native content is succeeding at reaching an audience, according to a recent study from the media agency Mindshare Australia. The…
Generating content is becoming increasingly important for companies as they look to engage with members of the public and reach new audiences. The good news for those looking to maintain contact with these groups is that native content is succeeding at reaching an audience, according to a recent study from the media agency Mindshare Australia.
The study found that native content and advertising – which is material placed in a location, often online, where individuals are likely to find it – is having a measurable impact on public perceptions.
Social media posts topped the list of communication methods, with almost two-thirds of respondents aware of this avenue. Branded content and articles also ranked strongly, achieving high awareness when coordinated with TV shows (40 per cent), Youtube videos (36 per cent) and articles published on major news sites (32 per cent).
While social media posts were also seen as the most effective form of communication, there were other channels which influence people’s perception of a company. Branded long-form content like an article published in a newspaper was seen as three times more effective than social media when it came to grabbing people’s attention.
Speaking at the launch of the research, Mindshare CEO Katie Rigg-Smith pointed to the value that native communications were having for companies.
“Native is the perfect way to deliver the information and entertainment that people crave so much,” said Ms Rigg-Smith, according to a report in B&T magazine.
“Brand funded content has clearly been around since the inception of marketing itself, but in the last 12 months we’ve seen the evolution around the topic of native advertising become more and more prevalent.”
With the media landscape changing rapidly, and new communication methods like sponsored news articles become commonplace, organisations will need to stay ahead of these trends if they want to continue to connect with individuals.
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