Content Marketing Blog

New research highlights importance of catering your content marketing strategy

Need some help tailoring your content marketing strategy to the right demographic? Well new research from Planet Content and Usurv might help.

The survey of 1,000 UK consumers found that women were twice as likely to consult their social network contacts as their male counterparts when it came to making purchasing decisions.

That's perhaps not surprising when you consider that women are usually more likely to discuss shopping decisions over with friends in the offline world as well. Nonetheless, it still provides a thought-provoking insight into the different ways people are choosing to utilise social media.

Interestingly, 24 per cent of men said that they would refer to YouTube when asked "if you wanted background/information about a new product/service you are thinking of buying, which of these online sources would you use?" compared to only 15 per cent of women.

Men were also more likely to use online publications to access background information.

"This indicates that brands that target men will need to focus on search engine optimisation (SEO), great online content and PR to get their message to a male audience," wrote Planet Content managing director Chris Lee (July 26). 

Gender and social media has been a popular topic for researchers in recent months. Earlier this week Jess wrote about a new study that predicted women will be sharing more original content online during the upcoming Olympic Games than men.

To add to that, in January Aimee wrote about research that suggested two out of every five women are likely to browse the internet and read reviews before making a purchase.

Mr Lee concluded his study by suggesting that brands tailor their social media strategy in order to cater to target demographics and not to take a one size fits all approach.

Posted by Zak Wash