{"id":530531229,"date":"2023-07-10T10:00:09","date_gmt":"2023-07-10T14:00:09","guid":{"rendered":"https:\/\/contently.com\/?p=530531229"},"modified":"2023-08-21T14:54:09","modified_gmt":"2023-08-21T18:54:09","slug":"leverage-analytics-to-prove-contents-value-in-impactful-ways","status":"publish","type":"post","link":"https:\/\/contently.com\/2023\/07\/10\/leverage-analytics-to-prove-contents-value-in-impactful-ways\/","title":{"rendered":"Leverage Analytics to Prove Content’s Value in Impactful Ways"},"content":{"rendered":"

Content’s ROI is nearly impossible to track, but that doesn’t stop executives from asking for tangible data on its impact. It’s not enough to produce quality content that shows positive engagement and organic traffic growth. Many of your key stakeholders want to see the value of your content down to the dollar<\/a>.<\/p>\n

As a content marketer myself, I felt the collective “Uggggh!” reaction that statement just triggered. And for those that don’t know why it’s so frustrating, let me clue you in. It’s because there is no way<\/i> to calculate content’s impact in exact monetary terms<\/a>.<\/p>\n

Creating a Unique User Experience<\/h3>\n

Content is part of the user experience, and it plays a huge role in what marketers have coined “the buyer’s journey<\/a>.” The problem? While it may seem obvious that everyone’s journeys are different, those individual journeys are also never linear.<\/p>\n

Take, for example, your decision to buy a new couch. Maybe you have a brand affinity for a specific retailer, or maybe it’s your first apartment, and you’re shopping for furniture for the first time. Maybe you hated your old couch and want to try a new brand. Everyone has different experiences, so their journeys will be different.<\/p>\n

\"couple<\/a><\/p>\n

Source: Angi’s List<\/a><\/p>\n

Many times, consumers usually start their research online. What companies offer the size, color, and fabric that I want on my new couch? How are the reviews of the company’s furniture in general? What do people think about individual products? Is leather better than microfiber or cloth, for example? In this B2C example, after some online research, the customer (in this case, me!) will generally visit a store to help make the final decision.<\/p>\n

This process may take weeks. It may take months. But one thing is for certain. Most people do not start by searching for “couch,” finding said couch, and clicking purchase. There’s a lot<\/em> of customer interaction that goes on in between.<\/p>\n

So, is all hope lost? Not necessarily. Let’s explore some ways you can measure your content’s value using innovative technology.<\/p>\n

Utilizing Tools That Showcase Your Content’s Value<\/h3>\n

Your content team worked hard to develop content that connects your audience to your mission. You want to know how it performed, after all. By measuring content impact using tools built into your content marketing platform (CMP)<\/a>, you can identify the following:<\/p>\n