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.
While there is no ideal way to attribute down to the dollar, there are ways that content marketers can assess what’s working, dump what’s ineffective, and allocate the budget to produce better quality content accordingly. Ideally, the attribution model will inform senior leaders, sales, and other critical stakeholders of content’s impact on business results.
Types of Content Attribution Models
Given how complex content attribution really is, it’s no surprise that Contently’s 2023 survey revealed only 38% of content marketers were satisfied or very satisfied with their ability to measure content’s success. However, marketers that can identify the content performing well at each stage of the buyer’s journey ultimately gain and produce better content strategies, given the data that they have at their disposal.
Yet content attribution models can look different across companies. For smaller businesses with simpler marketing systems, tighter budgets, and shorter sales cycles, a single-touch attribution model may be sufficient. There are two types of single-touch attribution models.
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By: Jordan Friedman and Brooke Gocklin
Publication Date: 2023-03-22