Consider all the work that goes into the content published by every marketer. Blogs. Websites. Whitepapers. Display ads. Presentations at DMA conferences. The key question is: When you step back and ask, is all this content helping our customers engage more, learn more and buy more?
In a great DMA13 session titled Measuring Content Marketing, panelists Terry Sheehan and Karen Pate, Ph.D. of iCrossing. advised focusing on the broader strategy and not on any one piece of content. It can be hard if you take into account the eagerness of various content authors and owners who want to know the value of their particular contributions, Karen said.
A great idea is to adopt some form of content attribution model to help identify what content – everything from formats to topics to location – will drive value for your customers. “Think in terms of the full cycle,” Karen said. “A simple FAQ can be more valuable to customers than a fancy video.”
Terry outlined the approach to a simple content attribution model, based on cookies. It’s similar to what we already do with media attribution and tailored content, he said. “Your goal is to think about one person’s activity on the website and other properties over time, rather than each moment of interaction as a distinct data point,” he advised.
In this way, you can collects data on individual engagement details by content type or content groups, which can then inform the contribution to conversion or other transaction, he said.
“Think of content not as single elements but a collective, as all the pieces align into some working order,” Karen added. “This way you can use analytics around content topics and formats to improve insights.”
Lastly, she advised not being fooled by outside “benchmarks.” “Infographics are all the rage now,” she said. However, the application of any new idea needs to be focused around your particular brand and customer journey.”