A study conducted by Lightspeed GMI and Research Now, “The 2017 State of the Creator Economy Study,” has revealed that, of the various content marketing platforms, print and digital magazines are still the most preferred in both Canada and the U.S.
The most effective form reported is written reviews or articles on consumer review websites (6.8), followed by brand-sponsored articles in print (6.2) and in digital (6.1), brand-sponsored articles in print (6.1) and digital (6.0), newspapers and brand-sponsored long-form videos on a website (5.9).
This demonstrates that magazines are still a trusted and respected platform for reaching consumers. Consumers who read and view ads and content in magazines are more likely to act on and learn more about the brands when compared to long-form videos, articles written on the brand’s website, infographics and social media.
The study also shows that Canadian marketers rate content marketing as the most effective marketing approach (8.2), followed by experiential marketing (8.07), podcast advertising (7.98), influencer marketing (7.94) and brand-specific web development (7.93).