Feature coverage obviously carries with it an increase in brand awareness, but does it translate to a sales boost? That was the question asked of more than 500 US CMOs, marketing VPs, directors and managers by Bospar in a recent survey.
Some 94% of respondents who had secured top-tier feature coverage reported an increase in brand awareness. Almost 7 in 10 also experienced increases in brand value (69%) and web traffic (69%), with half reporting SEO improvements.
As for web traffic, most would expect the coverage to lead to a jump of 10-49%. Some would expect a larger spike of 50% (20% of respondents) or even a tripling of traffic (13% of respondents).
So what type of feature would drive the most traffic? A top-tier online feature story was the top pick for respondents (85%), followed by an industry trade feature story (70%). Interestingly, broadcast feature stories (48%) and print feature stories (46%) both trailed social media mentions (56%), likely due to marketers’ thoughts on where consumers are spending most of their time consuming media these days.
Meanwhile, returning to the benefits of top-tier coverage, although 63% said that it would lead to an increase in inbound sales leads, only 38% expect to see an increase in sales resulting from the coverage. (Consumers are ready to act in response to editorial content, though, and trust it more than many other forms of advertising, per a global study from Nielsen.)
Rather than passively await the benefits of coverage, respondents to the survey feel that companies should take a variety of actions to support the placement, ranging from promotion on their social channels (85%) and website (84%) to sending the placement in newsletters (69%) and to prospects (64%).
A study released early this year found more than one-quarter of marketers expecting to increase their spending on PR this year, with few planning to cut their spend.
About the Data: The Bospar results are based on a survey of more than 500 CMOs, VPs of marketing, marketing directors and marketing managers in the US.