‘Content Marketing’ is no longer a buzz word because anyone working in marketing who know of its importance is capitalizing on it and reaping the benefits. The fact that 75% of marketers are increasing investment in content marketing proves that this is one of the most important marketing activities in their arsenal.
A great example of the potential and commitment big brands are making is PepsiCo, who opened a new content creation studio in New York City with the aim of creating a vehicle for advertising their products and generating revenues from this content.
Image Source : csmonitor.com
Content creation for brands is growing tremendously, with global investment expected to reach $300 billion by 2019. With this level of investment, it is surprising that brands still don’t have the ability to measure content ROI effectively. According to a report from Content Marketing Institute, 52% of B2B content marketers reported that measuring ROI is one of their top challenges.
In the latest release of Knexus platform (April 2018), we’ve introduced a new Insights Dashboard and enhanced Reports which gives brands the ability to measure content performance across a range of criteria including:
This is the most fundamental type of metric which provide insights on how many people have viewed your content and how in depth is their consumption.
Depth of Engagement
Provides insights and greater understanding of how an audience is engaging around your content. This is essential to foster a relationship with and sense of loyalty from your audience.
Sales/Lead Generation Effectiveness
Helps marketers to understand commercial outcomes from content, such as how many people turn into leads or customers after they’ve consumed your content
More of an internal metric, providing insights on the length from content creation to content being consumed by your audience.
Image Source : Knexus Platform
Marketers can use these real time insights to make decisions on how best to optimize content investment to improve performance, plus increase customer engagement and sales.
If you want to have a sneak peak of how Knexus Insights empower marketers to improve their content marketing strategy, contact us firstname.lastname@example.org
Knexus is a leader in AI optimized customer journeys, helping brands increase sales by auto-integrating content into customer journeys & making the experience highly relevant to each customer.