When you are using content to influence consumer behavior, the context that the content is delivered in has a big influence on how consumers respond to the messaging. This maxim is an important factor in designing content marketing and social media programs. Experience suggests that consumers impute authority to two types of content: content that is considered and structured; and content that is personal and authentic.
Take recent research from SheSpeaks and iVillage that was reported on in eMarketer this week.
The survey examined how women interact with brands on digital platforms. The big headline was that while women follow brands on different social platforms, brand content delivered on those platforms has relatively lower impact on purchasing decisions.
I was struck by the relative weighting of different kinds of online content in influencing shopping behavior, and the degree to which context appears to have an impact on influence.
For instance, three categories of content had consistent impact on female consumers: reviews on message boards; articles on general interest websites; and content about products on brand websites.
Each of these three venues has assumptions built into the context that the content is delivered in. Messages boards and review sites have a self-policing nature, where reviewers gain credibility by their relative weight in the social group. General-interest websites present the same kind of editorial independence that traditional magazines have long benefited from. And brand sites have an underlying regulatory framework, since consumers understand that brands are required by law to make supportable claims about their products and services.
Each of the three categories has an foundation of trust that creates a positive context for the content.
The survey suggests that social platforms like Facebook and Twitter are less credible sources of information to women shoppers.
This assertion assumes, however, that the primary purpose of the social platforms is to communicate information about the brand.
Within a well-structured social media marketing program, social platforms serve two important purposes: content distribution and consumer engagement. In each case, the purpose of the program is to create awareness and to give the consumer easy access to points of contact and information.
The brand web site — and by extension, a brand blog — are the appropriate distribution points for brand content. Consumers are more inclined to trust content that lives within a trusted context.
Social media marketing is the integrated execution of two different marketing activities that are supported by content and engagement. Consumers will respond to authentic content, but not when they encounter it out of context.
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