Q3 How to take into account secondary / indirect results of content marketing (things like brand awareness and loyalty)? #vcbuzz
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#VCBuzz A3. In some cases, these may be the Primary goals (such as ORM/ToM etc.). Measuring such things can be much harder, as these are often indirect. So long as people understand that the figures will be "rough", and their meaning/business value may vary ... >>>
#VCBuzz A3.2
... you can measure things such as:
* Mentions
* Inbound Links
* Brand queries/searches
* Social engagements
* Social approvals
* Contacts/Complaints
* Traffic to Home/About/Contact pages
* Views of Social Profiles/Directory listings etc.
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#VCBuzz A3.3 The hardship here is that many such metrics are: 1) Not exact/accurate 2) Not directly available So you need to do things like get a general figure for "mentions" before a campaign, and then check during/after for comparison. Others are more qualitative... >>> -
#VCBuzz A3.4 So you not only need to be able to find things like ratings/reviews, and check their dates, you may need to use tools to identify the sentiment, have CS provide aggregated figures and general notes etc. The softer metrics are harder - but can help see more. - Antwoorden weergeven
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