Practical and new: The brand content that consumers find most engaging

This is the third installment in a series exploring attitudes to brand-produced content, brand journalism and brand publishing, based on a survey of 1,007 digital content consumers conducted by Toolkits and National Research Group. 43% of digital content consumers say they are more likely to engage with brand content if it tells them something new or innovative, and 37% if it contains practical recommendations.  The most useful types of content include how-to content (67% finding this “very useful”), recipes (66%), news & journalism (57%), analysis (56%), and podcasts and audio content (54%). Consumers are most receptive to content from brands when it’s useful and when it tells them something they don’t know, a