| Good morning Marketer, content marketing is important. How do you measure yours?
It’s a valid question – whether we’re talking about content aimed at producing an outcome like a conversion or form completion, or content that’s part of customer service interaction, and whether the content is written or visual. Needless to say, there’s a growing focus on content analytics as a core component of content efficiency. Content analysis and measurement should focus on the specific shift in consumer behavior and mindset that has occurred. For example, in today’s climate, you might ask yourself: Has your content caused an increase in purchasing for lower-priced products and services because of the economic crisis? Has it led to an increase in consumer feedback about current campaigns, or increased consumer engagement about COVID-related services or promotional pricing? “Every analysis is different. So as long as the analysis is data-driven that is a quality start,” said Meggie Giancola, Head of CPG Sales and Strategy for Valassis. “When you are seeing a high volume of content or impressions with minimal purchasing you need to ask if it is a content issue, brand issue or pricing issue.” Keep scrolling for more, including a Facebook ads update. Taylor Peterson,
Deputy Editor | 