Providing credit to the right piece of content is important. Learn how to create an accurate attribution framework to better attribute interactions with content to engagement, leads, and sales.
- Did publishing blog posts drive more leads…for your business this month?…Not sure? Well, it's time to figure that out.…Understanding the influence your content…has on your customer's behavior is challenging…because of all the variables…that impact their path to conversion.…However, tuning into the complex connections…between your content and target audience can substantially…improve how you evaluate your content campaigns.…Start by thinking about what your company defines…as a conversion and tie it to your goals and metrics.…
This could be downloading a white paper,…making a purchase, or filling out your site's contact form.…Next, choose an attribution model that best fits your needs.…First and last touch attribution is a method…of only providing credit to the first…or the last marketing channel…a customer interacted with before converting.…For instance, a last touch attribution would be…when a person reads your email newsletter but doesn't buy.…A few days later, the same person clicks through a website…to watch your video and then buys a product.…
- Determine the benefits of content measurement.
- Define benchmarking.
- Identify the stages of the buying process.
- Compare vanity and actionable metrics.
- Identify an attribution framework.
- Explore how to automate reporting by a stakeholder.
Skill Level Intermediate
Creating an Editorial Calendarwith Brian Honigman1h 18m Beginner
1. Why Measure
Challenges to address3m 24s
2. Create a Campaign
3. Choose Content Format and Channel
4. Pair Metrics
5. Set Up a Reporting System
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