According to the latest content marketing research from the Content Marketing Institute and MarketingProfs, brands are significantly increasing their investments in content creation and distribution. At the same time, the most recent research from ExactTarget says that consumers don’t want content from brands.
You read that right… but did you, really?
When customers were asked where their favorite brands should invest their marketing time and resources to improve customer loyalty, just 6 percent answered that they want related (or helpful) content from a brand. In fact, more than double that number of consumers actually wanted to receive product-related content.