Enhance ROI by measuring content performance effectively
As brands increasingly look to content marketing to build trust and relationships with audiences, measuring content performance is critical to ensuring effective campaigns, determining ROI, and justifying content marketing spend.
Too many content marketing teams, however, lack the technology they need to measure content marketing performance effectively, holistically, and immediately. Most solutions deliver incomplete content marketing metrics and fail to provide real-time intelligence that marketers need to revise strategies, adjust tactics, and refine content on the fly.
Knotch addresses this need with a solution for measuring content performance that provides a real-time, comprehensive view of performance across all owned and paid channels, pairing transparency with the metrics that matter most to content marketers.
The three keys to measuring content performance
As with all forms of advertising and communication, measuring content performance is essential to understanding what’s working and what’s not, knowing how to optimize pieces and campaigns, and determining how much budget should be directed to content resources.
While there are ostensibly many solutions for measuring content performance, most fail to provide three critical elements of effective content marketing measurement.
- Real-time data. Content performance analysis has traditionally provided data days, weeks or even months later, enabling effective hindsight but failing to provide immediate information that could improve the performance of a campaign in progress. To execute more effective and competitive content programs, marketers need real-time data on the success of current campaigns.
- Sentiment feedback. Most tools for measuring content performance provide ample data about page views, time spent on a page, page depth and similar engagement metrics. What they don’t reveal is how users felt about the content they consumed. Quantitative metrics can’t tell marketers whether users liked a piece of content and whether it improved the user’s perception of the brand. To have a complete picture of the effectiveness of content, marketers need sentiment feedback that lets them know which assets are helping to build better relationships with audiences and which are not.
- Transparency. Too often, content marketing metrics are developed by third parties that are incentivized to highlight certain metrics and obscure others to justify efforts, improve revenue, or retain contracts. Clearly, these methods don’t provide content marketers with the transparency they need to get a complete and honest picture of content performance, hindering their ability to optimize campaigns and content assets.
The Knotch Content Intelligence Platform
Knotch is the only platform for measuring content performance that provides independent and unbiased data across all owned content and paid channels, with a transparent and real-time feedback loop between brands and their audiences. With Knotch, CMOs and their teams can more effectively measure the impact and the outcome of their content efforts, gleaning real-time and actionable intelligence across all of their content investments.
Knotch provides dashboards that unify quantitative and qualitative metrics, including sentiment feedback about how audiences feel about content, enabling marketers to immediately take steps to deliver more appealing content to users.
Knotch content intelligence software for measuring content performance provides:
- Greater awareness of audience engagement, behavior, and sentiment around each piece of content.
- Aggregated content analytics across all owned hubs and paid partnerships.
- Comprehensive data that lets marketers know what channels, themes, and types of content are most effective and how to optimize pieces in real-time.
- 1st-party data that is owned by the brand and anonymized for GDPR, CCPA, and other data privacy regulations.
- Holistic audience and performance data that includes quantitative, qualitative, and demographic information, delivering a unified approach to measuring content performance.
Measuring content performance with audience sentiment data
To let content marketers know how audiences feel about the content they’re consuming, Knotch has developed a simple, intuitive feedback unit that provides a contextual and engaging way to collect sentiment data. Appearing alongside content, the Knotch feedback unit provides users with a universal metaphor – a temperature scale – that lets them quickly indicate their opinion about the content.
The Knotch method solves critical issues with the traditional survey methods for gathering sentiment data. Whereas surveys are disruptive, appearing as pop-up boxes or sent via email several days later, the Knotch feedback unit lets users respond in context immediately after consuming the content and at the precise moment when they are inclined to comment on their experience. The result: the Knotch method has a response rate in the neighborhood of 20%, roughly 2000 times better than the 0.01% response rate of surveys.
Additional Knotch solutions for content marketers
Knotch is an end-to-end content intelligence platform that helps marketers plan, measure, optimize, and benchmark their content efforts across all owned and paid strategies. Working exclusively with brands, we never monetize from distribution channels so that we are never invested in the success of what we are measuring, enabling us to deliver unbiased and transparent data to our brand partners.
In addition to understanding how to track content performance with real-time sentiment feedback, the Knotch platform also provides solutions for:
- Planning content marketing programs. Competitor content analysis helps to bolster your content plans with real-time insight into competitors’ content investments and your position across the marketplace. Publisher matching capabilities make it easy to find the most effective distribution channels for your objectives.
- Organizing and classifying content assets. Our automated content library automatically tags and indexes content in a single location for easy and immediate access, providing robust filter and search capabilities and fast indexing built on top of Google’s Natural Language Processing (NLP) technology
- Mapping customer content journeys. By defining an organic experience for each user, you can control their experience from one piece of content to the next to better meet their needs and interests while directing them toward high-value actions.
- Recommending the next, best content experience. Our content recommendation engine engages audiences through organic, personalized and native conversations, constantly collecting feedback that informs the next, most valuable step in the customer journey.
- Developing automated content insights. The Knotch platform is the ultimate content intelligence solution, enabling you to see relevant information based on topic, audience and other criteria, and to dig deeper into any insight with a single click.
FAQs: What is content marketing measurement?
What is content marketing measurement?
Content marketing measurement is the practice of tracking performance metrics for content campaigns, individual assets, content themes, and distribution channels. By monitoring quantitative metrics such as page views and number of unique visitors as well as qualitative metrics that reveal how users feel about the content they consume, content teams can understand which parts of their campaigns are working and which are not, enabling them to make adjustments to improve performance and ROI.
Why is real-time data critical to measuring content performance?
When a piece of content or a content campaign is not meeting performance expectations, real-time content metrics allow content teams to respond immediately to optimize, revise, replace, or eliminate the content that is not meeting expectations. When metrics are delivered at a later date, they can influence future campaigns, but they provide no help to marketers trying to maximize ROI for existing content efforts.
Why is sentiment data important in measuring content performance?
While many marketers are focused on quantitative metrics that show the volume and depth of engagement, qualitative metrics, and audience sentiment data reveal whether that engagement was positive or negative. To be successful, content must leave users with a positive feeling about the content and the brand, and only audience sentiment data can reveal whether users liked the content or not.