Your Content Marketing Success Metrics Are All Wrong

Content Marketing Institute

Your job as a marketer is to educate buyers so they become qualified enough to buy. So why do you measure the success of your content based on pageviews, clicks, form fills, and downloads? There’s only one metric that matters: content consumption. The challenge marketers have today is that once someone clicks, we have no idea if they actually consumed the content. In short, our metrics and measurement are based largely on hope.
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Spotlight

Display advertising - showing graphical, often interactive, advertisements (ads) on regular web pages - is approximately a $24 billion business [7]. In the simplest form of display advertising an advertiser purchases ad impressions on a publisher’s web page. An ad impression occurs each time a user loads the publisher’s web page and sees the advertiser’s ad as part of the page. To assess the success of display advertising campaigns, advertisers need metrics to estimate the user response. One such metric is the search lift, i.e., the ratio of the proportions of search queries related to a campaign submitted by users who were exposed as opposed to users who were not exposed to the campaign ads. Apart from direct user response, advertisers also expect their campaigns to impact users through social influence. That is, a user who is exposed to the campaign may make other users who were not directly exposed interested in the advertised products, e.g., through word-of-mouth spreading of the ad message. Thus, to get a full picture one needs to measure the response of exposed users as well as the response of friends of the exposed users.


OTHER ON-DEMAND WEBINARS

Multichannel Engagement for Modern B2B Marketers

Armed with new attitudes and emerging technologies, B2B marketers are now on the heels of their business-to-consumer (B2C) counterparts. eMarketer was pleased to moderate a Tech-Talk Webinar featuring Terminus’ Justin Keller, vice president, marketing. He shared how B2B marketers are modeling the B2C playbook for multichannel engagement.
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Are Your Social Media Efforts Paying Off?

Simplilearn

In this webinar, digital marketing expert and social media influencer Lilach Bullock, tells you everything you need to know about how to measure your social media success. Find out what makes a social media campaign successful and discover the best ways to measure your results. By taking part, you will learn: - How to set up goals for your social media marketing strategy and your social media campaigns
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Cultivating Local News Communities with Facebook Groups

poynter

This webinar discusses best practices in starting a topical Facebook group, how to involve your newsroom and how to keep the conversation going.This training event is part of a series on digital tools, in partnership with the American Press Institute and The Poynter Institute, funded by the John S. and James L. Knight Foundation.
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Digital Marketing & Sales

Kedge Video Library

Learn how you can grow your business through digital marketing tactics.
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Spotlight

Display advertising - showing graphical, often interactive, advertisements (ads) on regular web pages - is approximately a $24 billion business [7]. In the simplest form of display advertising an advertiser purchases ad impressions on a publisher’s web page. An ad impression occurs each time a user loads the publisher’s web page and sees the advertiser’s ad as part of the page. To assess the success of display advertising campaigns, advertisers need metrics to estimate the user response. One such metric is the search lift, i.e., the ratio of the proportions of search queries related to a campaign submitted by users who were exposed as opposed to users who were not exposed to the campaign ads. Apart from direct user response, advertisers also expect their campaigns to impact users through social influence. That is, a user who is exposed to the campaign may make other users who were not directly exposed interested in the advertised products, e.g., through word-of-mouth spreading of the ad message. Thus, to get a full picture one needs to measure the response of exposed users as well as the response of friends of the exposed users.

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