Reuters Content Connect series, a global online survey by the news agency explores the content preferences and attitudes towards branded content. Sampling more than 752 Reuters users, the Reuters Content Connect was conducted between 15th February and 6th March, comprising over 41% Director+ positions and 39% with an income of over $100,000. The regions covered under the survey include Americas, EMEA and APAC.

1. Global online survey among 1,711
Reuters.com users who are currently
working.
Survey used database of users who have
registered with Reuters.com as the
sample source.
Regions covered include Americas, EMEA
and APAC.
Regional data weighted equally across
regions to produce global average data.
Project managed by research agency:
Synergy Research and Consulting.
Fielded between 10th April- 3rd May 2017.
METHOD
CONTENT CONNECT II

4. BRANDED CONTENT IS
STILL A PRIORITY FOR
MARKETERS
Source:Sixfast-tracktipsforstartingacontentmarketingprogram,Forbes2018.TheEvolvingMarketer,
NewBase2018-involvementinarea andtimespentaroundthisareaincreased.PQ Media’s‘Global
ContentMarketingForecast2015-2019
72

6. 7 STEPS TO SUCCESSFUL
BRANDED CONTENT

7. STEP 1: UNDERSTAND THE AUDIENCE

8. UNDERSTANDING THE AUDIENCE
•
•
•
•
•
•
•

10. CONTEXT IS KEY
Q:To whatextentdoyouagreewiththefollowingstatements? Onwhatchannelsdoyoutendtoconsume
brandedcontentthemost?

11. 46 4157
40 27
FACTORS THAT MAKE ONLINE
NEWS BRANDS APPEALING
88
85
TRUST MATTERS
Source:ReutersTomorrow'sNewsstudy2017 Q:Whichofthefollowingdoyouagreewith?WhichTHREE
ofthefollowingdoyoufeelmake anonlinenewsbrandmost appealing?

12. 57
54
48
ADVERTISING
ON TRUSTED
NEWS SITES
64
Source:ReutersTomorrow'sNewsstudy2017 Q:To whatextentdoyouagreewiththefollowing
statements?

14. 68
75%
63%
6in10
RELEVANT CONTENT
INCREASES
RECEPTIVENESS
Q:To whatextentdoyouagreewiththefollowingstatements?

15. PREFERRED
CONTENT
TOPICS AMONG
OUR AUDIENCE
Q:Whichofthefollowing contentcategoriesareyouinterestedinwatching/reading?

17. CREATIVE MESSAGING
64
TRIGGERING AN
EMOTIONAL RESPONSE
Q:Whenseeingadsorbrandedcontent,whichofthefollowingattributesaremostappealingtoyou
personallyinthemessagingorcreativecontent?
1
7

19. ALIGN WITH
PERSONALITY
TYPES
Q:Whichofthefollowingwords/phrasesbestdescribeyou?

20. MATCH PERSONALITY TRAITS WITH CONTENT
* Top three personalities for consumers for each content type of interest ranked by index vs. global average

21. TOP THREE PERSONALITY TYPES FOR
DIFFERENT CONTENT TOPICS
* Top three personalities for consumers for each content type of interest ranked by index vs. global average
SPECIFIC CONTENT
TOPICS APPEAL TO
DIFFERENT
PERSONALITIES

23. 63%
58%
PERSONALISATION
INCREASES APPEAL 77%
Q:To whatextentdoyouagreewiththefollowingstatements?Source:MarketingPriorities2017

25. ENGAGING FORMATS
MATTER
Q:Whichofthefollowingonlineadvertisingorbrandedcontentformatsdoyoupreferandwhichwould
youavoid?Whenconsumingfinance/technologyrelatedcontent,howinterestedareyouinthefollowing
contentformats?AveragevaluesforfinanceandtechnologySource:ReutersFinanceStudy2017,Reuters
Technologystudy2017

26. •
•
•
•
•
•
•
USING ENGAGING
FORMATS
Source:TheFormatEffect,MillwardBrown2016,8 waystotakea freshapproachtocontentformats,
ContentMarketingInstitute2016.5engagingvisualcontentformatsthataren'tinfographics,Marketing
Land2016.24Innovativecontentformatsthataudiencesandpublisherslove,Fractl2017

28. ABOUT REUTERS PLUS