60% of content created by brands is ‘just clutter’

Some 60% of the content created by the world’s leading 1,500 brands is “just clutter” that has little impact on consumers’ lives or business results.

That is the conclusion of a new report by media agency Havas. For the first time this year, The ‘Meaningful Brands’ study looked at the role of content and whether it has value or not. This is in response to the growing importance of content and the customer experience, and as media agencies try to figure out their role in this changing landscape.

The study, which questioned 375,000 people across 33 countries, found that 84% expect brands to produce content. This can range from digital content such as podcasts or a web series to experiential events. Yet 60% said the content brands currently create is “poor, irrelevant or fails to deliver”.

Bron en volledig bericht: Marketingweek