Content Attribution And The Hidden ROI
One of the biggest problems content marketers have is the inability to determine return on investment. They want to make content, but they don’t know the worth. Content may earn Facebook Likes or shares or Twitter tweets, but do people who read the tweets buy the items? One company has built a method it calls content attribution.
Conductor recently released three features in its Web Presence Management platform that founder Seth Besmertnik believes will change search engine optimization. He calls it content attribution through Content Mapping, Channel Insights for YouTube, and Search Experience Tracking.
It allows marketers to build a waterfall. For early-stage content marketers need to look at visits; late-stage content, revenue; and consideration, conversions. As traffic builds, the platform allows marketers to see how it affects revenue.