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	April 22, 2008 Content Consumers Want Content Strategies Will Differ By Target Audience by Lisa Bradner with Jaap Favier, Evadne Cokeh	Average: 8  (3 ratings)

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Executive Summary

Brand marketers trying to engage consumers often turn to content as a way to increase brand relevancy and customer engagement — but what content should they use, and where should they place it? While all consumers value traditional content sources, generations differ in their openness to branded and sponsored sources and in their willingness to view advertising to get what they want. By understanding these differences, marketers can maximize their return on content investments of all types.

TABLE OF CONTENTS

• Not All Content Is Created Equal
• Generational Differences Drive Unique Content Strategies

RECOMMENDATIONS

• Marketers Must Move Thoughtfully Into The Content Arena
• Related Research Documents

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