The concept that “content is king” in today’s ever-changing digital landscape cannot be stated enough among marketers. The challenge, however, is continuing to find innovative ways to develop and deliver fresh, visually appealing, timely, and relevant content that captures and maintains the target audience’s attention.
The goal is to have one-on-one personal conversations across multiple channels – meeting the target audience how, when and where they want, while providing value and real-world solutions to their challenges. This can be difficult if the content doesn’t exactly measure up to their expectations. In fact, 28 percent of consumers reported “being annoyed” by brands who produce poorly designed content, says a new survey conducted by Adobe.
In the 2019 Adobe Brand Content Survey, 23 percent of consumers also said recycled, re-purposed, or stale content also tends to be equally annoying. In addition, if the content is not personalized, 26 percent of consumers said they “stop paying attention,” which is really depressing news for marketers.
Read more about the survey results here.