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Is well-written content more effective than poorly written content? Does it make consumers more likely to like brands, click on offers, and purchase products/services?

To find out, Acrolinx conducted a study to determine the impact of content quality. Some 800 US professionals were divided into two groups and shown marketing collateral from a fictitious company called Xtera.

One group was shown content with a high Acrolinx Score (proper spelling and use of grammar, high readability, etc.) and the other group was shown content with a low Acrolinx Score. Check out the the full report to see the specific pieces shown to each segment.

Only 23% of the study participants who received the low-scoring content had a positive first impression of Xtera's brand. In contrast, 55% of the respondents who received the high-scoring content had a positive first impression.

Some 60% of study participants who were shown the high-scoring content said they would be likely to click on the calls to action, whereas just 21% of those who were shown the low-scoring content said the same.

Just over half (51%) of study participants were shown the high-scoring content said they might purchase from the company; only 25% of those who were shown the low-scoring content said the same.

About the research: The report was based on data from a study of 800 US professionals who were divided into two groups and shown marketing collateral from a fictitious company called Xtera.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji