Drive ROI with content success metrics
As companies look to content marketing to build stronger relationships with audiences, content marketing teams are eager to deliver results that justify their brands’ significant investment in content. Content measurement tools are vital to this effort, helping teams to track the content marketing metrics that determine success and to optimize campaigns for increased ROI.
Knotch is a Content Intelligence Platform that simplifies the task of collecting data and monitoring content success metrics, enabling CMOs and their teams to impact the outcome of current campaigns and plan future efforts more effectively.
What are the most crucial content success metrics?
Like all forms of digital marketing, content campaigns produce mountains of data on everything from the performance of individual assets and distribution channels to the behavior of audiences and the content efforts of competitors. To deliver successful campaigns, content teams must know which metrics to trust and track the content marketing metrics that matter most.
Many content teams focus exclusively on content success metrics that show the volume of engagement. This quantitative data documents things like the number of unique visitors, the number of page views, how deeply users scrolled on a page, and the total time they spent on the page. While these metrics are helpful, they don’t touch on the most critical content success metrics: whether audiences like the content they are engaging with or not. Without this qualitative audience feedback, marketers have no way of knowing whether their content is fulfilling its objective of building stronger relationships with users and improving their perception of the brand.
This oversight isn’t entirely the fault of content teams. Most tools for measuring content success metrics can’t provide accurate audience sentiment data. Nor can they deliver this data in real time, which would allow content teams to quickly address issues with underperforming assets.
Fortunately for content teams, the Knotch platform provides an innovative solution that solves this challenge.
Knotch: real-time content success metrics
Knotch Content Intelligence Platform is the only technology for measuring content success metrics in real time that delivers unbiased data across all owned and paid content. Because we work only with brands and never monetize from distribution channels, our business model isn’t invested in the success of what we’re measuring. That means our brand customers can trust us to reliably deliver accurate content success metrics from data that is transparently collected.
To produce superior content metrics, the Knotch platform provides:
- Real-time data presented in an ever-updating content marketing metrics dashboard, giving CMOs and their teams instant insight into the performance of campaigns, content assets, and channels.
- Audience sentiment data that shows how users engage with, behave around, and feel about each piece of content they consume.
- Overviews of what content types, themes, and channels are most effective, and how to optimize efforts that aren’t living up to expectation.
- Aggregated analytics that enable comparisons across owned and paid content platforms.
- Comprehensive performance metrics that combine attitudinal feedback with quantitative volume metrics and audience demographics and psychographics in real-time.
Collecting qualitative content success metrics
At Knotch, we solved the challenge of collecting audience feedback in real-time by developing an intuitive feedback unit we embed into every piece of content. As a user finishes reading a blog, viewing a video, or engaging with an e-book, for example, our feedback unit appears and prompts the user to answer a simple question about how they feel about the experience they’ve just had. Using the universally understood metaphor of a temperature scale, users can quickly register their opinion at the exact moment when they are most likely to do so. By designing a solution that is engaging, intuitive, and immediate, we have been able to deliver response rates that are thousands of times higher than the industry average for collecting audience feedback.
The Knotch Content Intelligence Platform
In addition to tools for measuring content success metrics, the Knotch platform provides solutions for:
- Planning campaigns. Our AI content planning platform provides competitive content analysis that lets marketers review the competitions’ content strategy, publishing cadence, themes. We also offer a content planning tool that helps to identify the best publisher for a campaign based on creative goals, KPIs, and target audience demographics.
- Mapping journeys. With Knotch, content teams can take control of the reader’s journey, defining custom stages and mapping the best content for each step.
- Recommending content. Our recommendation engine uses feedback gleaned through organic and personalized conversations with users to automatically recommend the next, best piece of content.
- Surfacing critical insights. Our platform automatically surfaces insights that marketers might otherwise miss and provides access to content intelligence organized by audience, topic, and other filters.
- Organizing content libraries. To help teams keep track of the vast amount of content they generate, our platform automatically organizes, classifies, tags, and indexes content, storing it in a single location for faster access and easier search.
FAQs: What are content success metrics?
What are content success metrics?
In content marketing, content success metrics are the measurements by which marketing teams determine the success of content campaigns, individual content pieces, and distribution channels.
What are the different types of content metrics?
Content metrics include both quantitative and qualitative data. Quantitative metrics track the volume of engagement – how many people viewed a page, how much time they spent on it, how deeply they scrolled, whether they watched a video through to completion, etc. Qualitative metrics reveal how audiences felt about the content they consumed and how they behaved after engaging with it.