Throughout the research, there was an overwhelming feeling of fear and concern, with 8 out of 10 (79%) marketers quite rightly cautious about ensuring their content uses relevant and appropriate brand messages. It was also the case that many are still often relying on ‘gut feel’ marketing and don’t have the tools in place to understand what language resonates best with their audience, demonstrated by a huge number (91%) of respondents admitting they are unable to measure return on investment (ROI) for their email marketing content.

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Clarity needed on what language delivers the highest levels of engagement

These insights showed that, even when marketers are making bolder moves with the language they use in their content, they are still unable to get a clear view of the immediate financial return that content marketing is delivering to their brands. In fact, almost half (42%) of US marketers aren’t confident that their content marketing is driving sufficient conversion rates. A further 64% of those surveyed were concerned that their marketing message may fall flat or be misunderstood by their target audiences.

Parry Malm, CEO of Phrasee, commented on the findings: “In the marketing world, words have the power to cement trust in your existing customer base and inspire action from new audiences. The message you use can make or break a business. Having a strong brand voice is critical to growth and – in many cases – survival, especially during a turbulent economic climate.”