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Modurile corect si incorect pentru a masura content marketing

Tags: marketing, vanzari, content marketing, masurarea engagementului, notorietatea brandului

Este evident deja ca avem de-a face cu o evolutie fulminanta a content marketing-ului. In epoca social media, marile branduri au nevoie de un flux constant de poze, clipuri si articole pentru a ramane relevante si pentru a atrage noi clienti. Unele companii, cum ar fi Oreo, se descurca excelent la acest capitol. Dar nu este intotdeauna usor sa cuantifici valoarea unei anumite piese de continut.
De ce este oare atat de dificil sa masori valoarea continutului? Mare parte din problema rezida in faptul ca acesta tinde sa infleunteze procesul de luare a deciziei de catre cumparatir in timpul fiecarei etape a palniei de vanzari (sales funnel). Si asta inseamna ca, pentru a intelege valoarea unei bucati de continut, trebuie sa analizam fiecare etapa separat.
 
Gura palniei
 
Aici scopul este de a creste notorietatea brandului si de a crea perceptii pozitive despre brand. Succesul este masurat prin sondaje de opinie care masoara atitudinile consumatorului. Dar exista si alte instrumente care sa ne arate daca o campanie este eficiente de pe acum. O abordare eficienta si ieftina este de a te uita la cautarile consumatorilor pe site-ul brandurilor. Acesti termeni de cautare ne spun multe despre ce gandeste consumatorul referitor la o bucata de continut. 
 
Mijlocul palniei
 
In mijlocul palniei, este rrelativ usor sa masori succesul doar uitandu-te la activare si engagement. Activarea este prima interactiune pe care consumatorul o are cu un continut, cum ar fi clicurile. Vizualizarile de pagini si numarul de clicuri iti spun multe despre ceea ce vor oameniis a vada. Provocarea este insa ca multe branduri publica pe alte siteuri. Iar Forbes, de exemplu, nu este asa dispus sa inmaneze datele prividn engagementul.
 
Unele branduri se bazeaza pe instrumente de monitorizare a engagementului, cum ar fi numarul de like-uri, comentarii, retweet-uri etc. Aceasta poate fi o startegie buna, dar atentie: unele publicatii isi umfla procentuld e share-uri. 
 
Gura de iesire a palniei
 
Aici este partea cea mai grea cand vine vorba de masurare. Uneori vezi relatia directa dintre continut si impactul asupra veniturilor. In alte cazuri insa, corelatia este greu de stabilit. Este dificil, pentru ca un anumit continut, cum ar fi un infografic, de exemplu, este desemnat doar pentru a pregati scena unei bucati ulterioare de continut care vor orienta consumatorul spre gura de iesire a palniei. 
 
Autor: Alina Negrutiu


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