Business goals

3 Key Elements of the Content Experience to Achieve Business Goals – Marketing Manager

As almost any marketer can tell you, measuring the effectiveness of digital content isn’t easy. In fact, among the 500 marketers and creatives that Rapt Media recently surveyed for its The future of content report, 60% said they were unable to measure the ROI of the content they produced. The problem is so widespread that almost every marketer surveyed said they would invest in new content technology if it addresses these concerns.

The measurement problem inherent in the traditional content experience hasn’t stopped line managers from pressuring marketers to demonstrate ROI.

New technology or not, the measurement problem inherent in the traditional content experience hasn’t stopped superiors from pressuring marketers to demonstrate ROI in key categories such as generation. leads, sales, customer loyalty and retention and brand awareness.

One barrier between marketers and this valuable data is when and how to collect the data itself. Too often, content metrics are collected at the point of distribution, when a brand delivers content to the consumer, rather than during actual consumption. Brands that collect data in this way miss the opportunity to correct their content in real time so that it speaks more directly to the viewer. They also give up valuable information that could improve future campaigns.

The bottom line is this: To effectively measure ROI, marketers need to build measurement opportunities into the content itself at the time of creation. To do this, they need to know which elements of the content experience lead to particular business goals. Here’s how four of those content experience elements – choice, engagement, data, and consumer insight – can be leveraged to increase your content’s measurable ROI.

  1. The power of choice

A recent study found that 94% of marketers agree that personalization – that is, content that is highly relevant to the user – is integral to increasing audience reach.

Personalized content comes in many forms, but its most powerful iteration is content infused with choice. When a user is empowered to make decisions and guide their content experience, the benefits are endless.

For example, for marketers with the goal of building brand awareness, personalization of content through choice offers a double benefit.

First, empowering your audience to direct their experience encourages the audience. In fact, Rapt Media “Power of choice” The report, which focused on the online behavior of 2,000 consumers, found that 56% of them like to choose content that is relevant to them. Second, by including decision points, marketers can quantify which elements of their brand are generating interest and which areas may need work.

Choice is also a key opportunity to increase and measure the ROI of sales.

According to Forbes and PwC, brands that create personalized content element experiences tend to have higher conversion rates. For example, when Philips created an interactive video campaign to promote its Click & Style electric shaver, the company included many decision points in the experience, which led to 16% higher than expected sales in the market. German. Purchase consideration for the product also improved by 6%.

By deploying choice as a tactical tool in video, Philips has also created a way to measure the effectiveness of its video, in the content itself.

  1. Commitment is the key

What’s most valuable to your lead generation campaign: 1 million people view your content or 10,000 people interacting with it, half of whom take direct action by requesting a meeting or by learning about a product? As marketers begin to analyze the difference in value between pageviews and viewer engagement, the reign of the former is quickly coming to an end.

Organizations and brands are finding that focusing on engagement, especially for lead generation purposes, pays dividends long after their campaigns have ended – and they’re collecting interesting metrics to prove it. Take the Mayo Clinic, which Forbes and PwC say assesses engagement not only during actual viewing of their content, but also after the fact, in terms of new appointments requested and physician applications submitted.

AT&T has seen value in this area as well, apparently developing a dashboard that rates its content against different levels of consumer engagement, from visualization to interaction to amplification.

Proving how engagement relates to ROI doesn’t have to be a big deal. According to a recent Animoto Report, metrics such as actions taken, viewing time and access time are clear indicators of consumer engagement and investment.

There are a few simple tips that marketers can use to boost engagement. For example, focus on content that gets straight to the point and shorter than longer. And consider ending each piece of content with a question to get the reader thinking about the next steps. Small adjustments like these can make a big difference, which you can measure using the metrics mentioned above.

  1. Leverage consumer data and insights

A 2015 SocialCode report estimates that less than 40% of marketing executives are currently using digital advertising to glean consumer information. However, he also predicted that by next year that figure would rise to 77%. Why? One reason may be the increased value of qualitative data to improve customer retention and retention, especially as vanity metrics like clicks and pageviews are on the decline.

Marketers today are looking to answer important questions that traditional metrics simply don’t answer. What content do viewers dive into? What are they flying over? More importantly, what does this behavior say about their relationship with your brand? Answer these questions and you can optimize your future content for more successful campaigns.

One way to get this powerful insight is to use content experience elements that focus on consumer choice. This type of content ensures that the user forgoes valuable information as they navigate their experience: what they like, what they don’t like, and what they want most. The data collected, in turn, paves the way for a future brand message that is more relevant, more engaging and more effective.

The bottom line: The strategy behind your content will determine whether your campaign sinks or swims. For marketers struggling to demonstrate the impact of their content initiatives, performance measurement should start at the time of content creation. Establish specific business goals up front, then tie content features and data collection opportunities to those goals. You will increase the effectiveness of your campaign while integrating a powerful system to demonstrate return on investment.
Erika Trautman is CEO of Rapt Media. She can be reached at [email protected].

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