Digest...
Understanding how to measure content begins with understanding where consumers engage with content in the lifespan of a purchase and post-purchase. The new consumer decision journey is actually a relationship between brands and customers that involves near-constant interaction. The best way to build this relationship? Content. The important thing to understand is that each piece of content is just a building blog in the larger relationship you’re nurturing with a consumer.
The holy grail of content performance is brand lift—the measurement of how people think about you in relation to your marketing objectives. In other words, it measures how well you’re building the relationship you desire with consumers.
While lift is great for measuring the overall effects of your content on your reader’s perceptions, it doesn’t tell you which pieces of content consumers spend the most time with or are the most loyal to. You can use a direct measurement for that.
While lift is great for measuring the overall effects of your content on your reader’s perceptions, it doesn’t tell you which pieces of content consumers spend the most time with or are the most loyal to. You can use a direct measurement for that. We call our measurement “engaged time” — a measurement of time spent actively engaging with content on the page—scrolling, highlighting, clicking, etc. There is a direct relationship between engaged time spent with content and the likelihood that reader will return.
So now that people are relying on you—and they like you—how do you know they actually choose you as the result of your content? For that, you need to track the pathways between your content channels and the point of conversion. This is Content Marketing 101, and great odes have been written about how to do this well. One of our favorites is this Beginner’s Guide from Search Engine Journal, and it serves as a great refresher checklist if you’ve been tracking conversions for a while now.
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We continue to argue that the ROI behind content marketing is a folly, and that the costs associated with content marketing need to be rolled into the complete marketing budget for an ROI analysis.
RYZZ: It’s a new approach to MarTech for B2B Marketers.
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