Brands invest a significant percentage of their marketing budgets developing and distributing compelling stories that help develop relationships with their target audiences and customers. From blog content and thought leadership to social media engagement and sponsored ads with publishers, content marketing has proved itself an indispensable portion of a brand’s advertising strategy. However, measuring its effectiveness in relation to specific business outcomes has remained a challenge.
There are a variety of analytics platforms aimed at helping marketers measure social, web and sponsored content. Unfortunately, we see that brands still have a difficult time measuring the mid-funnel and connecting engagements to bottom-funnel conversions. This gray area continues to leave marketers asking: what is my Return-on-Content?
ContentQ answers that question through ingesting, indexing and analyzing every piece of content that a brand has produced and distributed within a visibly searchable platform. As a result, Fortune 500 companies and advertisers are finally empowered with content performance tools and transparency thus enabling them to solve three critical questions:
Given the volume of content that brands produce, it can be easy to lose track of individual sponsored articles, blog posts and social media updates. ContentQ solves this problem by ingesting individual pieces of brand produced content that has been distributed across every single media channel: blogs, microsites, social media (Facebook, Twitter, Instagram, YouTube) and 3rd-party publisher sponsored content into one platform.
The indexing process includes breakdowns of the individual creative assets (image, video, etc.) for every piece of content and provides performance metrics for each one. Advertisers can then determine which assets performed the best across all channels in relation to brand defined KPIs, and ultimately repurpose that content for maximum return on investment.
Context leads to understanding content performance. Engagement and conversion metrics provide that context making this data indispensable to measuring the impact of your content strategy. Engagement allows you to measure how users interacted with your content and audience scale. Conversion data lets you measure how content led to real business outcomes such as a user visiting a product page or purchasing a product. Contextualizing engagement and conversions gives you the power to combine the mid and lower funnels. Here is how ContentQ measures engagement and conversions:
The platform combines social media and content engagement metrics providing advertisers with a comprehensive understanding of their content performance.
For example, Brand A posts an article on their blog and then shares it across their social media channels, and wants to understand how many users viewed their content specifically on Twitter and Instagram. Brand A is able to quickly gather these insights by using ContentQ’s search functions as shown below.
ContentQ tracks conversions by tracking how users interact with your site after engaging with content. Digital conversions are defined by you, and can be tailored to your unique goals throughout the consumer journey. Some examples might be product sales, trials, newsletter sign-ups, white paper downloads, etc.
For example, User B visits Brand A’s site to learn more about a specific product or service and ends up requesting more information or making a purchase. ContentQ tracks these events and then attributes that conversion back to the content the user interacted with.
Brand A can use this data to measure how their content led to real business outcomes which can also help to inform future content strategies.
ContentQ’s visual interface presents opportunities for brands to find their highest performing content, using quantifiable metrics and replicate that content’s success across channels. Search and identify individual pieces of content using specific criteria such as reach, engagement, meta tags and conversions. You can also filter content by media and medium to identify the most impactful distribution mode to achieve your goals.
Lastly, use these insights to find and amplify content identified as high-converting but with low audience reach, insuring higher performance and ROI.
Brands aim to activate the mid-funnel by driving engagement through meaningful content. Historically, measuring mid-funnel effectiveness by connecting content engagement to the rest of the consumer journey has been a challenge. ContentQ takes the guesswork out of understanding the impact of your content strategy by providing the tools and insights needed to finally help brands measure their Return-on-Content. Learn how you can unlock the power of your Return-on-Content today.
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