Given the endless talk of content and its newfound value in both PR and marketing, we shouldn’t be surprised to learn that the line between such materials and a given client’s business goals is rarely clear.
A newly published report offers us a bit more information on the subject.
The study, conducted by Nielsen and commissioned by inPowered—a company specializing in targeted content marketing distribution—considered the three major types of content and their effects on the purchasing process.
Its main conclusion? The public likes objectivity and reliability.