Content Marketing

Content Marketing is increasingly used by companies to drive profitable customer action. By delivering high-quality, relevant information to prospects and customers, it has benefits in terms of acquisition, retention and advocacy. As a result, many companies supplement traditional marcom channels and communicate new information via a variety of media contexts, including custom magazines, print or online newsletters, emails, websites or microsites, webcasts, podcasts and videos. However, quantifying the value of those communications can be a difficult challenge. To help in this, Gallup & Robinson offers in depth research solutions for measuring, understanding and improving the effectiveness of Content Marketing.

G&R's Content Marketing can be used to evaluate audience response to the growing variety of custom media aimed at a specific subscriber or customer base. By surveying audiences about their reactions to content, presentation and messaging within custom media, we provide direct feedback about how the material is consumed, how it influences attitudes and how it can be improved. The surveys use many of the same measures that G&R has validated for other media as indicators of effective reach, affect and reaction. The questionnaires themselves are highly flexible, include open-ends and custom questions and are build to suit your specific needs.

Whether your audiences are customers, prospects, investors or employees, G&R's Research for Content Marketing solutions will help you evaluate custom communications in an objective and effective way to understand its value in being noticed and shaping attitudes towards your brand or institution. Using G&R's 60 years of experience as a leader in communications testing and state-of-the-art knowledge of communications theory, they deliver actionable assessments of your content's ability to inform and engage your target base, as well as how it can be improved.

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