It’s common wisdom among marketers that most long-form content should be, at most, mildly promotional.

The goal is to help the reader or prospect. Then, prospects will gradually come to see the company as expert at solving their problems, and they’ll sign up for a demo or reach out for a discovery call. That is how long-form content grows businesses.

But not all marketing content should be nonpromotional. The question is, then, How promotional should each marketing content asset be? How do companies figure out the proper level of promotion across their content marketing mix?

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As marketers, we’re always looking for ways to measure our effectiveness and attribute our work back to the pipeline. Content marketing is no exception. However, traditional metrics like website visits or clicks don’t tell us the whole story of how our content is performing.

Engagement content metrics are a powerful way to gain deeper insights into our content’s performance and determine whether or not it’s having the desired effect. These metrics measure how well users interact with content, such as how long they spend on an article, how many shares it receives, or which sections of a page are clicked.

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We all want to attribute value to the content we produce. How did the output contribute to the overall customer experience and journey? How can we calculate the value it brings to the business?

The ability to map sales back to content is a practice known as attribution, and it’s the black box of content marketing. Every content marketer struggles to achieve success here. Why? Because the ability to understand what drives a customer to ultimately convert is a bit of a mystery.

[Read more…] about The Black Box of Content Attribution: How to Engage With Consumers More Authentically