Return On Inspiration

Everybody’s talking about it. But are they actually doing it? Content marketing o�ers a tremendous opportunity for brands. Return on Inspiration, a new research study from

Yahoo (the largest content marketing study of its kind in Europe) gives exclusive insight into how brands can turn content marketing talk into actual, brand-building outcomes.

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Return On InspirationROI in the new world of content marketing

Inspired by these findings? Contact your Yahoo sales representative.

Or email info-yahoo@yahoo-inc.com to find out more.

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Measuring the return on content marketing is a di�cult challenge. A simple view on clicks, as for so many digital advertising solutions, is not a satisfactory measure when the return on investment in content creation needs to be far more tangible against brand goals such as purchase intention, brand perception and advocacy. And as we witness an ongoing evolution of the purchase funnel, where consumers follow less traditional, less well understood paths to purchase, it’s timely to re-think ‘ROI’ in terms of the ‘Return on Inspiration’ we create when engaging our customers with brand-created content.

Content marketing should start with inspiration, working upwards to measurement, which is about more than simply the views your content generates. Done right, content marketing is highly shareable and boosts brand talkability. Content marketing campaigns on Yahoo and Tumblr have deliver earned media up to 40% of the entire campaign spend. That kind of halo e�ect, now backed by robust estimates of the value to your business across key marketing objectives, is an opportunity awaiting your brand.

MethodologyReturn on Inspiration from Yahoo spanned four markets - the UK, France, Germany and Italy - engaging more than 4,000 people through focus groups, online diaries and questionnaires. Yahoo's partnership with the Marketing Society in the UK provided great insight from the industry's senior marketing influencers. Semiotic analysis also explored visual cues that might underpin engagement with brand-created content.

The Marketer’s Manifesto

All brands, whether new or established, have the potential to inspire. Return on Inspiration research from Yahoo reveals six steps to creating inspiring content marketing:

Return On Inspiration research from Yahoo has found that inspiration is the key driver for successful content marketing. When consumers find content inspiring, we’ve demonstrated a proven uplift on key measures of purchase intent, brand a�nity and likelihood to share content, the new word-of-mouth.

When content marketing inspires to try new things consumers are...

1.84xmore likelyto purchase

1.75xmore likely to feel

positive about a brand

1.76xmore likely to share content

1. Aesthetic WinsOpen, fun visuals entice users

2. Knowledge EmpowersTeach or give useful advice

3. Real Stories SucceedReal & compelling wins focus

5.Trust Is EssentialAuthenticity drives engagement

6. Simple Entertainment WorksSimple or fun boosts shares

4. Nice Brands Don’t Finish LastAdd value, consumers come first