Quantifying your results is the capstone to any successful marketing campaign. Yet as we showed earlier in Measurements for Marketers – Defining Successful Content, a whopping 90% of content marketers are unsure that they’re being effective in measuring their content’s success.
Defining and tracking success is hard in any field, but in a space like content marketing the challenge is even larger. It’s a rapidly growing market with no clearly defined leader (unlike the way that say search marketing is dominated by Google) – meaning that there are many voices still making their cases about why their system is the “best.” As we saw, that’s left the content metrics field fragmented, and while the various measurement systems have made great strides in improving from their original form of newsroom centric metrics like pageviews and social shares, they still leave much desired. Fortunately, Appinions unique “Active Attention Score” finally gives marketers a number to assess their overall content success.
What Is Content Marketing’s Goal?
A recent survey showed that the goal behind most content campaigns is to build brand awareness (73% of respondents) and demonstrate thought leadership (45%). Given the subjectivity of these goals, measurement is inherently going to be a vexing question; but it’s clear that simple counting metrics like pageviews do nothing to address whether or not those objectives are being achieved.
Further, any metric that only speaks to pieces of content on an individual basis is not going to give marketers an answer to the big picture question of “is my content marketing working?” You may see that a few of your articles were popular, but are they adding up towards greater awareness for your brand, and an increased perception of thought leadership?
Active Attention – A Universal Metric of Content Success
The crux of what content marketers want to know is how much attention is being paid to their brands, how that compares to key competitors and the industry as a whole, and how their content marketing efforts have increased that attention over time. Appinions gives marketers this exact insight, offering them an “Active Attention Score” that is universally comparable, letting you see how influential your brand, company, or product is, giving you the unique ability to compare that not just to your competitors, but anything of note – world events, marquee brands / products, truly anything being discussed by the world at large. Scores reflect both the quantity and quality of reaction garnered by the content and opinions you’ve shared, meaning the Wall Street Journal quoting your latest article would likely garner a larger jump in your score than say a few Twitter bots retweeting one of your social accounts.
By ingesting tens of millions of documents a day, parsing them with our proprietary natural language processing technology (based off of years of research at Cornell), and applying big data analysis, Appinions can measure how much attention is being paid to any given subject, finally giving marketers the ability to assess the aggregate impact of their disparate content marketing pieces.
Identify Unique Opportunities for Continuous Improvement
Finally having a score to understand your content’s success is powerful in its own right, but great metrics are always made stronger by being actionable: having directional feedback on how to take your current results and improve upon them. Appinions offers just that with our Opportunity Analysis tool.
This tool lets you directly compare your Active Attention score to your industry as a whole, neutral news sources, key competitors, and executives. But the real power comes from not just the delta between scores, but the in-depth breakdown composing those numbers.
Here, you’ll be able to see which people and organizations are discussing your industry (or a competitor) and not your company (or vice versa.) With this information you’ll know precisely whom your content needs to target. Paired with the rest of our suite you can create content addressing the exact themes these sources desire, or reach out directly to fill this coverage gap with a paid placement on their sites.
A Virtuous Feedback Loop
Combining Appinions’ Active Attention and Opportunity Anaylsis metrics with the rest of our powerful content marketing suite gives content marketers unmatched insight and power. Now you’ll know what to write, who to seed it to, where to make native ad buys, and finally – how your content is performing.
Instead of guessing about what your audience might want, you now have data-driven insights guaranteeing your content will resonate, backed by a scoring algorithm to show you exactly how much your content is succeeding.
Appinions doesn’t replace your existing content marketing framework, it augments your processes to make them stronger. Pair our theme analysis with your existing writing process to feed your writers the best possible stories to cover; augment your native ad buys with our source analysis to understand the best homes for your stories; improve your seeding of content with our influencer analysis to see who is most likely to appreciate and promote your latest work. And now you can finally complement your existing metrics, which offer you some insight into the relative performance of your content assets, with our Active Attention Score, so you’ll see the aggregate impact of your content marketing campaigns.
Are you ready to see how Appinions for Content Marketing can drastically improve your content marketing efforts? Chat with our sales team to schedule a demo today.