How do you measure the success of your authentic branded content? If the approach is solely quantitative (you only count page visits and the time spent reading a particular piece of content, i.e. attention span), the insights you get are pretty gappy and deficient.
Often, content that gets replicated and discussed is neither the most clickable, nor the most eye-catching. Instead, it’s most important characteristic is influential.
Branded content’s influence implies the real value a piece of content adds to customers’ lives, which positively affects their brand perception, purchase intent and word-of-mouth activity. This is why it is crucial to develop the methodology for measuring and evaluating this influence, and such effort requires a qualitative approach.
One of the quickest and most cost-effective ways of measuring branded content’s influence is audience survey. The key to success here is asking the right questions before and after the content exposure, trying to maintain consistency in questioning, so that content’s impact can be seen. Among the tools you can make use of assembling relevant audience panels and surveying them prior to and post content exposure, we would name Cint and SurveyMonkey.
Of course, the questions asked during such surveys vary depending on brand goals, but generally, they align around the following categories:
- Value. It is important to find out whether a piece of content was helping/informative/entertaining, etc.
- Purchase decision. You should figure out whether the piece of content affected customers’ intent to buy a product or service.
- Brand impression. Has the customer’s impression of the brand changed after reading the piece of content?
- Word-of mouth intent. Try to learn whether the customer is going to recommend the piece of content to friends.
Such a qualitative analysis helps in identification of the best-performing content and improve the overall content marketing strategy. Combined with quantitative metrics, it can provide especially useful insights.
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