SOURCE: inPowered

inPowered

October 15, 2013 13:45 ET

inPowered Announces New Metric to Measure Impact of Expert Content on Purchase Consideration

Proves Expert Content Is More Than Twice as Effective as Sponsored Posts

SAN FRANCISCO, CA--(Marketwired - Oct 15, 2013) - inPowered, the expert network brands use to discover and promote expert content to generate new customers, today announced that it has launched a new metric to showcase a consumer's change in purchase consideration after reading a promoted article or review. Peyman Nilforoush, CEO and co-founder of inPowered, announced the new increased consideration metric on stage at the Pivot Conference in New York City today.

"Marketers are facing an impasse when it comes to convincing consumers to include new products in their consideration set," said Peyman Nilforoush. "We've built the entire inPowered platform around helping people make informed decisions by discovering new products through trusted experts and we're excited to provide our customers with an industry-first metric that demonstrates the profound business impact expert articles and reviews have on generating new customers."

"The industry is very excited about the promise of content marketing -- but until today we've had no way of gauging its effectiveness," said Pirouz Nilforoush, president and co-founder of inPowered. "Our clients inherently believe that expert content or earned media is the most trusted source of information and they challenged us to help them measure its impact on driving purchase consideration."

After three months of beta testing the new increased consideration metric in market, inPowered discovered proof that expert content is more than twice as impactful at driving purchase consideration than sponsored posts and people are spending an average of 90 seconds reading expert articles.

Just in time for the busy holiday retail season, brands have the opportunity to activate this new increased consideration metric when running an inPowered campaign starting today. Quite simply, a consumer will be prompted to answer the following yes-or-no question once they've finished reading an inPowered story: "Are you more likely to consider this product?"

  • By design, the question prompt feels native to the reading experience to avoid inadvertently affecting the consumer's response, which is why inPowered developed an algorithm to only ask the question once the user is finished reading an article
  • Marketers can view the response metrics via the inPowered dashboard in real time and, with this knowledge, optimize their budgets towards expert content that is having the highest impact in increasing purchase consideration
  • Over time, marketers can also use this metric to learn which experts write the most impactful reviews of their products

For more information about the new increased consideration metric please visit inpwrd.com.

About inPowered
inPowered's mission is to make people better informed and more influential. Every day, the company helps thousands of people make informed decisions by connecting them with content written by trusted experts. Fortune 500 brands and SMBs use inPowered's platform to discover and promote credible expert opinions to generate new customers. inPowered is a privately held company headquartered in San Francisco with offices in New York and Toronto. Visit inpwrd.com for more information.

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