Increase ROI with superior tools to measure content marketing
While most brands today have come to realize the importance of content marketing, few are willing to go all in without effective ways to measure content marketing performance. Content marketing requires a significant investment of resources, and brands understandably want to know what kind of ROI their content campaigns are delivering. But most tools for content marketing measurement provide data that is incomplete, opaque and delivered far too late to impact the success of current campaigns.
For CMOs that want to know how to measure content marketing success more effectively, Knotch provides a platform that delivers a real-time view of content marketing campaign KPIs across all owned and paid channels, with data that is transparently and uniformly collected to provide the most complete picture of the performance of content campaigns and individual assets.
How to effectively measure content marketing performance
As CMOs and their content teams set out to measure content marketing effectiveness, they need tools that have three critical capabilities.
- Data on audience sentiment. Most content measurement tools provide detailed engagement metrics – how many people viewed a piece of content, how much time they spent with it, how deeply they scrolled, and so on. But what these tools are missing is the most crucial bit of data: whether audiences liked the content or not. It’s impossible to measure content marketing performance without this sentiment data – after all, page depth metrics mean nothing unless the experience left the user with a positive impression of the brand. It’s only with this kind of qualitative information that content teams can truly understand and optimize the performance of campaigns and assets.
- Real-time content performance metrics. Most tools that measure content marketing performance deliver data days or weeks after user engagement. While this information can help to shape future creative directions and publishing partnerships, it does nothing for content teams that want to measure the success of current campaigns and revise content assets to more effectively build trust and relationships with desired audiences.
- Transparent, 1st party data. Too often, the data used to measure content marketing effectiveness is owned and provided by third parties who have a stake in the performance of the content. Not only does this make the information more difficult and costly to access, but it makes the data unreliable, as these partners are likely to foreground certain favorable metrics while backgrounding less favorable data.
Measuring content performance with Knotch
The Knotch content marketing intelligence platform delivers all the capabilities that brands require to measure and impact the outcome of their content campaigns. Knotch delivers a master view of content performance with real-time, transparent, 1st party data that includes attitudinal feedback about how audiences feel about the content they’re consuming.
With the Knotch platform, brands and their content marketing team can:
- Measure content marketing effectiveness in real-time and immediately optimize current campaigns and assets.
- Pair engagement metrics with attitudinal feedback to get a clearer picture about how customers behave and feel around specific content.
- Eliminate dependence on unreliable, third-party data.
- Simplify analytics by consolidating data collection across all paid and owned distribution channels.
- Gain a complete view of content performance against goals and content marketing benchmarks.
How Knotch measures audience sentiment
To accurately measure how audiences feel about content, Knotch built a mechanism to capture audience feedback on content as they consume it. As a result, Knotch has increased the response rate for collecting sentiment data from the standard 0.01% garnered by the typical survey to roughly 20% – a 2000-fold increase.
Rather than asking for feedback through a disruptive pop-up or through an email that arrives days later, the Knotch feedback unit is built right into content, encouraging users to offer their opinion as they interact with an asset. Using a universal metaphor of a temperature scale, the Knotch feedback unit offers an engaging and intuitive way for users to register their feeling about content, providing brands with real-time data on whether audiences actually like the content they’re consuming or not.
Knotch solutions for planning, organizing, and optimizing content
Alongside tools to measure content performance, the Knotch platform provides solutions to:
- Improve the way content marketing programs are planned. Knotch provides competitor content analysis that gives content teams an in-depth understanding of the competitive landscape and where the bar is set for content in each industry. Knotch also offers a publisher matching feature that identifies the best publishers for a brand based on creative goals, audience demographics and KPIs.
- Organize content libraries automatically. With Knotch, you can organize and classify every content asset under one roof, automatically tagging and indexing content, with robust filter and search capabilities for easy access.
- Map organic content journeys for users. Knotch’s content journey mapping tool let’s content teams guide readers from one piece of content to the next, directing them toward high-value actions while meeting their needs and interests.
- Recommending content automatically. Knotch lets brands proactively engage with users as they consume content, collecting feedback through an organic and personalized conversation that informs the next, most valuable step in the customer journey.
- Develop automated content intelligence. Knotch uses AI-powered processes to surface insights that might easily be missed, and enables marketers to access information based on topic, audience, and other criteria.
FAQs: why should marketers measure content performance?
Why should marketers measure marketing content performance?
Content marketing is intended to reach audiences with engaging content that builds a stronger relationship and enhances their perception of the brand. Measuring content performance against these goals is the only way to determine which pieces of content are meeting the needs and expectations of customers, and which should be optimized or replaced with other pieces.
What metrics are important when measuring content performance?
To get a complete picture of content performance, marketers must measure both quantitative and qualitative data. Quantitative data is concerned with the volume and depth of engagement, number of views and visitors, etc. Qualitative data is concerned with how users felt about the content – whether they actually liked it or not and whether it fulfilled its mission of building trust and enhancing the relationship.