How do I write a valuable question for a Knotch Card?

  •  The question should measure the overall content objective and align with a stage of the marketing funnel. [i.e. Awareness, Perception/Favorability, Efficacy/Utility, Consideration, Intent/Conversion]

What types of questions are most effective?

  • Through Knotch Cards, brands can learn the impact and resonance of their content with their audience.
  • Questions should focus on Awareness, Perception/Favorability, Efficacy/Utility, Consideration, or Intent/Conversion.
  • These types of questions have proven to be useful in driving internal learnings & actionable recommendations.

What happens after a visitor engages with a Knotch Card?

  • Select what you’d like your audience to see once they respond to the Knotch Card. The goal of this is to drive deeper engagement and/or understand more about your audience. These three (3) options can be customized according to whether the user responded positively, neutrally, or negatively. 

These are the three End State Options

  • Link Redirect
    • This option allows you to prompt the user with a follow-up message and drive them to another URL through the “GO” link, driving deeper engagement. We recommend customizing the tone of the language based on how the user responded and driving users to a high-value action such as a product page, sign-up/registration page, or more related content.
  • Custom Message
    • This option allows you to prompt the user with a follow-up message and no further action. This is a good place to thank the user for their participation in responding to the initial question. We recommend using this option if there is nowhere you want to drive your audience or nothing else you are interested in learning from them.
  • Follow Up Question
    • This option allows for a deeper understanding of the audiences’ initial feedback. This is a good opportunity to ask your audience why they responded the way they did and to provide them options that will give you more insight and actionable recommendations for future content creation.

How do I use End State Options properly?

  • For best practice, we recommend using a Link Redirect for positive respondents, and a Follow Up Question for negative and neutral responses.

What does Knotch measure that others don’t?

  • The current content measurement ecosystem is inefficient and opaque. Knotch simplifies it, pairing transparency with the metrics that matter most to the content marketer—a mix of qualitative and quantitative data including:
    • Unique Views
    • Completion Rate
    • Traffic Location
    • Demographics
    • Device & Browser
    • Social Engagement
    • Attitudinal Feedback
    • Awareness & Impact
    • Conversions
    • Referral Source

What is a Metadata Tag?

  • Metadata tags are ways of categorizing data (such as by format, theme/topic, author, etc.) that allow viewers to view content metrics within that categorization in the Dashboard.
  • Within Knotch Measurement, Metadata tags help categorize, group, & filter content for more effective dashboard management and reporting.
  • Metadata tags do not follow a structured hierarchy, as a taxonomy does, and are simply applied to content pieces in a free-form flat structure. Therefore, it is recommended to focus on reduction, utilizing a broad & shallow approach, rather than narrow & deep. This should ensure functional alignment and drive useful comparison analysis.
  • Product Hint: Use metadata tagging when you want to compare 2+ groups of content OR see isolated performance of a specific group of content compared to the overall average.