Research: Consumer attitudes to brand content are evolving rapidly

Recognizing that traditional advertising is expensive and not always effective, companies across various sectors are now building owned and operated content destinations designed to attract and educate prospective customers. But what do consumers think of brand content? And are there specific types of content that resonate more with customers? In collaboration with National Research Group, Toolkits surveyed digital content consumers (those that subscribe to at least one digital publication) to ask them about their attitudes towards brand content.  The top takeaways Consumers are open to brand-created content Whether it’s due to declining rates of trust in media or simply a desire for a variety of information sources, audiences are open to consuming content produced by brand