Content Attribution: Identifying Content That Converts
Multi-touch attribution is a form of cross-channel marketing analytics that helps represent the different pieces of content that inspire customers to buy from your brand. Some of these models include:
Content Attribution: Identifying Content That Converts
Our Marketing Attribution feature helps users identify where customers are coming from, how they behave once they find your content, and what materials keep them coming back. The platform also ties in data from your different social, paid advertising, email, and web channels to compare ad performance in real-time.
57% of B2B users make their purchasing decisions without speaking to a salesperson. This can either be because of a product-led growth strategy where your products sell themselves or because of highly effective and targeted content marketing and inbound marketing strategies.
Content attribution is process of finding out which pieces of content contributed the most to a sale. Thanks to content attribution, you can determine which of your content resonates the most with users and find ways to improve both existing and future content.
Since content performs differently on each channel, you can also use content attribution to optimize each content channel by weighing it appropriately. Performing content creation in the most optimized way will not only increase your return on investment. In fact, doing so also allows you to use your content marketing budget most accurately and effectively.
You can leverage different attribution models to see which content leads to a purchase or conversion in the user journey. These attribution models attribute different percentages of importance to different content. Therefore, choosing the attribution model that most closely matches your company and user behavior for successful content marketing is essential.
The topics you choose to write about must resonate with your target audience. If you are a B2B company for large businesses, producing popular content for startups will not make sense. Instead, creating content around the pain points of B2B companies will be a better idea and is bound to get more traction. For this reason, it is essential to follow the path of viewers with this dashboard to attract a more profitable customer segment.
Content marketing attribution is fundamental, especially in SaaS companies, where content marketing plays a crucial role in increasing the number of purchases and conversions. You need to identify the appropriate content attribution model and regularly monitor important content marketing-related metrics. Start using a content attribution tool like HockeyStack today to find out how effective your content really is.
User-Generated Content is highly valuable in earning impressions and engagement on social media. Especially on platforms such as Instagram, UGC can boost interactions and reach. Caption contests, story contests, review contests are all great examples of UGC. You could even consider gifting social media influencers your merchandise and tagging them with a beautifully captioned post on social media, like jewelry manufacturer Mejuri does. Alternatively, you could curate content - write-ups and art from fans, customers and social media influencers.
Content marketing and analytics provider Parse.ly has rolled out the first generally-available release of Parse.ly Conversions. The solution seeks to help marketers address content attribution challenges of conversion reporting. It allows users to select different attribution models for assigning credit to content. The release also includes features such as labels that can be applied to categorize conversion actions.
Our ongoing analysis of 2020 trends has led us to consider how content attribution patterns drive readers to subscribe. In particular, we wondered: How could we best assign a weight to a piece of content as a measure of its effect in driving reader conversions?
The concept of content attribution (or multi-touch content attribution) is not new. However, we wanted to identify any notable trends when considering all content viewed by a reader in a specified window of time.
1. We saw notable differences in the content found to have the greatest influence on conversions when we included reader engagement in the attribution approach, as opposed to only pageviews.
2. Breaking News, Puzzles, Politics and Opinion content tended to be key drivers of conversion for all readers, regardless of whether a reader is a guest on the site (i.e., new visitor) or is a registered user (i.e., returning or loyal). However, we did see differences in terms of the specific authors of the political or opinion pieces.
Similar to our conversion findings, world and U.S. politics comprised the highest levels of reader interactions. Similarly, breaking news and live blogs have been among the most engaging content types, reflecting the conversion data we analyzed in our case study above.
2. Authors, and not just content topics, also that impact subscriber growth, particularly when it comes to political and opinion pieces. This underscores the importance of a very deliberate approach to strategic decisions around political and point-of-view content, as well as site curation, so that these pieces can be easily found by new and returning visitors.
3. The difference we saw in engagement before and after conversions suggests that understanding patterns of content consumption immediately after the reader takes action may be valuable for driving content strategies.
While your mileage may vary on attribution models and each can be tweaked ad infinitum depending on your content goals, here are the three most popular approaches to attribution in content analytics.
In this model, conversion credit is given to the first interaction a user has with your website. Many B2B tech companies use an awareness-driven content strategy with the bulk of content being created for the top or middle of the funnel (TOFU/MOFU).
While you can spend countless hours trying to create a multi-touch attribution report that gives content its fair due, there are also simpler ways to at least get started with multi-touch attribution models.
Marketing attribution is a great way to overcome these barriers. Tools like Ruler Analytics allow you to view how your content is working, from a first and last click perspective, to drive leads and revenue.
Chances are, there are plenty of keywords out there that you could compete for. Check out keyword research tools like Ahrefs, SEMrush and Moz to find high volume, low competition words to create content for.
And remember, if you want to track each and every lead (whether they convert offline, or one year later), you can. This will help you understand how your content is driving leads, and revenue, so you can optimise your outputs.
At this stage, digital marketing is vital for your business and brand awareness. It seems like every other brand has a website, and if they don't, they at least have a social media presence or digital ad strategy. Digital content and marketing is so common that consumers now expect and rely on it as a way to learn about brands. Because digital marketing has so many possibilities, you can get creative and experiment with a variety of marketing tactics on a budget.
A content marketer, for example, could create a series of blog posts that generate leads from an ebook. A social media marketer might help promote those blogs through paid and organic posts on the business's social media accounts, and the email marketer could create an email campaign to send those who download the ebook more information on the company. We'll talk more about these specific digital marketers in a minute.
Plus, with digital marketing, you have complete control over where you choose to spend your money. Perhaps you spend money on design software to create high-converting Instagram content rather than paying for PPC campaigns. A digital marketing strategy allows you to pivot continuously, ensuring you never waste money on channels that don't perform well.
If you're new to social platforms, you can use tools like HubSpot to connect channels like LinkedIn and Facebook in one place. This way, you can easily schedule content for multiple channels at once and monitor analytics from the platform as well.
Many marketers will use these social media platforms to create a viral campaign. Partnering with a popular content creator or taking part in a trend that resonates with a wide audience is a viral marketing strategy. The purpose is to create something shareworthy in the hopes that it will organically spread across a social media channel.
This is part of the relatively new wave of influencer marketing. Creating a campaign using influencers can be a highly effective form of affiliate marketing. Finding the right content creators can take your digital campaign to the next level.
Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts and events, as well as to direct people toward the business's website. The types of emails you might send in an email marketing campaign include:
Online PR is the practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It's much like traditional PR but in the online space. The channels you can use to maximize your PR efforts include:
One popular type of sponsored content is influencer marketing. With this type of sponsored content, a brand sponsors an influencer in its industry to publish posts or videos related to the company on social media.
Content marketing specialists are digital content creators. They might keep track of a blogging calendar, or develop a content strategy that includes video. They often work with people in other departments to ensure products and campaigns are supported by promotional content on all digital channels.
Marketers who employ digital inbound tactics use online content to attract their target customers by providing assets that are helpful to them. One of the simplest yet most powerful inbound digital marketing assets is a blog, which allows your website to capitalize on the terms which your ideal customers are searching for.