Marketing leaders agree that content is the most vital metric and currency for marketers regardless of the industry
CMOs are still confused about how to measure and analyze content performance. Clients are bombarded with an excess of content that makes it harder for marketers to decide on the metrics.
The need for the metric is vital and pressing when enterprises are scrambling to create targeted content.
This result in form completion or conversion, or a part of the customer service communication, and deciding whether the created content is visual or written.
Experienced CMOs believe that the first step in this journey is identifying which channels have the highest response. Most enterprises reported increased usage of messaging channels due to the pandemic. Chat interactions have also expanded to the extent that CMOs consider analyzing the produced content to interpret its efficiency.
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Creating conversation and content
The initial period of pandemic saw enterprises handling increased service cases from their clients. The higher number of requests meant more content was generated for them to review. New content also meant increased use of chatbots to ensure that all content is compliant to the industry standards
So, by analyzing patterns and processes of interactions to improve problem resolution and efficiency.
Content analytics needs to focus on conversations, usage patterns, and following up on consumer requests. When this is done, it is easier to identify inefficiency and rectify it. It is no longer related to only subject content in the said channel, rather than the action arising from the content in the marketing space and the required average handling time for the same field content analytics.
Renewed attention is being focused on conversational and content analytics. That has helped the industry grow faster, since now marketers have started measuring content on its relevance to the brand value.
The first half of 2020 has helped enterprises reach a level in analytic that conventionally would have taken a minimum of 5 years in normal circumstances.
There is a vast difference in how content is being used to motivate clients now and how it was six months before starting the year. As a result, measurement analytics also needs to change. Content performance measurement and analysis should focus on the shift in consumer mindset and behavior due to the pandemic.
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Marketers need to analyze if the content has led to increase the sales of lower-priced services and products due to the economic crisis. Have clients increased the feedback sessions, or has the pandemic-relevant promotional pricing and services resulted in more client engagement.
Content quantification
As enterprises saw an increase in chatbot interactions, marketing leaders increased the monitoring and measuring of chatbot performance. Marketers should be capable of separating service quality and conversation quality while measuring the content performance.
Employees could have had an excellent conversation and yet not resolved the actual problem.
CMOs suggest measurement of content related to a specific service or product against itself. It should be done even if the previous measurement was done before the pandemic. Differences in the numbers are easy to understand due to the pandemic’s effect on new casual factors.
