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The Right and Wrong Ways to Measure Content Marketing
Ben Plomion / ClickZ / August 21, 2013
By now it should be obvious: content marketing is hot. In the age of social media, major brands need a steady stream of photos, videos, and articles to stay relevant and bring in new customers. But while some companies, such as Oreo and GE, are clearly excelling at the content game, it’s not always easy to quantify the value of a given piece of content.
What makes measuring the value of content so tricky? Much of the problem stems from the fact that content marketing tends to influence a buyer’s decision process during each stage of the sales funnel. And that means that to understand the value of a given piece of content, we have to look at each stage separately.
Top of the Funnel
At the top of the funnel, the aim is to raise brand awareness and create positive perceptions of the brand. Success, then, is generally gauged by surveys that measure consumer attitudes. But sometimes proxy metrics can also provide a good idea of whether a campaign is effective at the top of the funnel. A popular (and cost-effective) approach is to look at the search queries that bring consumers to a brand’s site. These search terms can tell us a lot about how consumers think about a particular piece of branded content. For example, LUMA Partners (an investment bank that specializes in ad tech companies) creates industry maps known as LUMAscapes. And it’s a safe bet that “LUMAscapes” searches are driving most of the traffic to LUMA Partners.