Moving Away from Traditional Metrics – Driving Meaningful Engagement with Creative Content

    Moving Away from Traditional Metrics - Driving Meaningful-01

    Traditional metrics can be useful in determining the marketing value of digital content. However, the era of brand management that prioritized quantity over quality is coming to an end. Marketers have been overly reliant on traditional metrics, and they must re-establish faith in their instincts. Creative, high-quality content — a brand story that hits people emotionally and sticks with them — is what will promote significant connection with consumers.

    Digital marketing metrics have become overly important to marketers. Click-through rates, unique visitors, and impressions, among other metrics, provide instant validation that their marketing efforts are paying off.

    Are they, however, authentic? Do traditional measurements really reflect real-world customer behavior? To put it another way, do marketers truly understand what drives a customer to engage with a brand?

    Traditional metrics have concealed what genuinely motivates people to interact, which is creative quality. Marketers love to measure engagement, but they’ve convinced themselves that because technology allows them to track things like unique reach, they’re measuring what’s most effective. It’s not as straightforward as that.

    For one thing, marketing experts have been overly focused on measurable outcomes, which do not often reflect true buying patterns. For example, the metrics they’re after may alter as a result of changes in privacy or algorithm updates.

    At the end of the day, metrics can miss the mark when it comes to the emotional connection a company can form with a customer through content that moves them.

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    Quality content is king

    It is crucial to have high-quality content. It’s important because it’s what drives successful storytelling, which engages people’s emotions and keeps their attention. Rather than skimming through a pdf or other static content and moving on, purchasers can seek answers and get persuaded through visually dynamic, interactive digital experiences. Buyers can be taken on a journey using interactive infographics, landing pages, games and quizzes, and presentations that make them active, not passive, participants.

    Buyers are significantly more discerning than their web searches suggest. Buyers are resistant to being convinced, especially by gimmicks or trickery.

    Quality content is what people respond to, and it resonates because it actually informs or entertains them. Brand awareness and appreciation are increased through the use of creative, high-quality content. It encourages individuals to interact with the brand.

    However, effectiveness isn’t always quantifiable.

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    Moving away from traditional metrics

    So, where to start when it comes to moving away from using traditional analytics as the content’s north star?

    First and foremost, marketing leaders must realize that they are also consumers. Consider their own purchasing habits and trends, as well as what motivates them to learn more about a brand.

    Second, they should map the customer journey. Personal experiences, rather than relying just on stats, might also be useful. Marketing leaders should understand how their customers normally go through the buying process and what their preferences are. Make a comprehensive plan for where their brand should be seen, and then make sure they’re surfacing it there. Where do their customers go to learn more about their products? What do they have as a back-up plan? That are the people who have an impact on them? What is their preferred method of information consumption? Marketers are typically hesitant to outline this journey for each of their consumer personas since it is time-consuming. They must, however, be more prescriptive in their efforts.

    Third, marketing leaders should strengthen the bonds between their marketing and creative teams in order to produce the best content in the most effective manner. Set the bar high for everyone and gather the brightest minds to brainstorm the finest message, messenger, and marketing channel. They should not be swayed solely by traditional metrics.

    They must also be willing to live with ambiguity. Not everything that counts is quantifiable. They won’t always have all of the information they need to make a completely educated decision, and even then, the information could be incorrect. They must be at ease with the uncertainty as long as their ambiguity is based on intuition and instincts derived from earlier experience.

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