Content Marketing Goof: Posting a 'Story' When Consumers Want a Coupon

Marketers produce loads of different content types for social media, but are their posts in line with their consumers' preferences?

A May 2018 survey conducted by Survata for Sprout Social found that social media marketers aren't prioritizing the types of content that consumers want. And what consumers are most likely to want—not surprisingly—is value.

The Survata survey found that marketers prioritize posts that tell a story (58%), whereas only about one-third (37%) of internet users said they wanted to see that type of content.

Meanwhile, consumers reported wanting to see posts on potential savings as they scroll through their news feeds. In fact, 72% said they want posts about discounts and deals, yet just 18% of marketers said they prioritize that kind of content.

There is a sweet spot, though: how-to content. Consumers and marketers were about equally likely to value "posts that teach something."

Surprisingly, marketers were unlikely to prioritize posts tied to influencers. And, equally surprisingly, consumers were similarly unenthusiastic.

It's difficult to overestimate the value that consumers place on discounts, however much brands may resist them.

According to the eMarketer Ecommerce Insights Survey conducted in May by Bizrate Insights, nearly three-quarters of internet users consider discounts or coupons important or very important in making a digital purchase decisions—and younger consumers are the most likely to place a higher value on the offers.