Given the complex nature of Content Marketing and the many jobs it can do for a brand, research is fundamental to its present and future success. Understanding the relationship between the communication channel, the brand and the consumer is a must-have for any marketer looking to build up a solid relationship between product and customer.

APA Research Reports
APA commissions various research studies that provide solid evidence of content marketing's impact and value. Below are links to executive summaries of key APA research reports:

• The Customer Publishing Mintel Industry Report 2011
  APA recently launched The Customer Publishing Industry Report 2011, produced by Mintel and sponsored by Menzies Digital Marketing. Read the results, view the info-graphic and to download your free executive summary here >>
• Advantage Study Executive Summaries
  More details to follow soon
• APA YouGov surveys
  More details to follow soon

APA Insight (for members only)
In order to help showcase the effectiveness of branded editorial content, APA have created the APA Insight area to help its members communicate key arguments to their clients.

The aim of our Insight area is for members to dip into the planning tool and presentations to select a few key elements to incorporate in their own pitches and client meetings to dovetail with their own research and strategy arguments.

The APA Research Insight area is available only to APA members and consists of six separate area's as outlined below:  

(to access the Insight Research area you will need to have an APA membership password, contact amanda.burrell@apa.co.uk to request yours):

1. The APA Advantage Study Planning Tool
   The APA advantage planning tool enables APA members to configure data from over 24,000 interviews collected from 2006 to 2010 from the ongoing APA Advantage study. The study covers a wide range of issues relating to readership, engagement and the overall impact of a magazine upon a brand. These measures can be cut in a number of ways including via demographic and category.
2. Demographic presentations
   Research presentations on a wide range of demographics, that demonstrate the effectiveness of reaching a specific audience (e.g. 16-34 Adults, Women 35+, ABC1 Adults, etc). We've taken data from a number of sources such as the APA Advantage Study, ABC, TGI and NRS. The presentations are ideal for use on client pitch work.
3. Sector presentations
   Research presentations focusing on sectors. All sectors (e.g. automotive, B2B, retail, etc) are using branded content to connect more closely with their consumers. The presentations show relevant research that demonstrates how brands have effectively utilised content to reach their target audience sector .
4. Industry Research Reports
   Need data about the Customer Publishing industry? Look no further. This section includes research from Mintel, APA Digital Audit amongst others, detailing the size and scope of your market.
5. Monthly Research Presentations
   Each month the APA produces presentations for APA members on current research topics, such as apps, social media, branded communication, and coupon usage. View all the presentations topics by logging in.
6. Latest Research News
   Our latest research news section contains a number of recent research articles of relevance to our members. A fresh presentation is added each month relating recent news to branded content using the wide range of research we have here at the APA.

Research Helpline
APA offers its members a free Research Helpline to cover any research-related issues and questions. The helpline is run in partnership with the APA's research consultant David Evans - Dres Consulting. For members to take advantage of this service, please email your question or request to Julia Hutchisonhere at the APA.

Ten Facts About Customer Publishing Worth Knowing...

1. It's estimated that the customer publishing industry is currently worth around £900m and is projected to be worth£1billion by 20
2. Customer publishing is the second fastest growing marketing medium after internet advertising.
3. On average, customer magazines keep a consumer's attention for 25 minutes, which is signifcantly more than the eight seconds looking at a poster or 20-30 seconds listening to a radio ad. In essence it compares to fifty 30-second TV ads.
4. 57 per cent of consumers read at least half of a customer magazine, while top performing customer magazines manage to engage 78 per cent.  
5. Customer magazines increase brand loyalty by 32 per cent.
6. 47 per cent of readers are more likely to purchase products featured in a customer magazine than in any other type of marketing or advertising.
7. 120 new brands have invested in the medium over the past six months, which equates to one launch per working day.
8. Customer publishers deliver digital editorial content to over 45 per cent of their client base, with most having expert in-house digital staff.
9. Customer magazines dominate the Top Ten publications by circulation, with the top four publications all customer magazines.
10. Readers of customer magazines are more likely to hold positive views on the brand, which is incredibly valuable in a world where advocacy and word of mouth play a significant role in a brand's success.

For more information on APA research, please contact Julia Hutchison, COO, APA on 020 7400 751