Report: Most consumers recognize content marketing, but say it’s useful

The typical consumer is bombarded with marketing messages as they surf the web and interact on social media.

To capture attention, many brand managers create articles, videos, infographics and other visuals to reach audiences and help them solve pressing issues. Communicators can no longer ignore content marketing—and consumers, too, recognize the trend.

A recent content marketing survey by Clutch showed that the majority of people recognize content marketing—but most also find it valuable (and prove that the effort is an effective marketing strategy).

Eighty-six percent of people are confident that they can recognize content marketing, though fewer (60 percent) of those surveyed recognized the most recent branded content they consumed as content marketing.

Several characteristics can signal to consumers that they’re consuming marketing content. These include content that is published on an organization’s site (27 percent), content that links to a particular organization (21 percent), content that calls out the organization involved in the author bio (21 percent), or content that mentions the organization’s products and/or services (19 percent).