Content attribution is the holy grail of content marketing and native advertising. Being able to demonstrate business outcomes from content is the ultimate proof point. But for many marketers they’re stuck in quagmire trying to figure it out.
So we built a solution. And to be fair, it’s something that I (as the CEO) held back on at Nudge. Which sounds ridiculous right? But I thought that content attribution was so blindingly obvious that surely lots of companies were already working on it. 18 months passed – no one had waded in. So we built it in to the Nudge platform.
This is ideal for content teams trying to isolate and demonstrate the conversions or how content is driving business outcomes.
If you produce a lot of content, you know it’s converting, as you can see it. But as to how much and which one is performing the best, that’s harder. And to demonstrate that proof is harder.
So the way we thought about it was, once you have content there are key pieces of intelligence which help:
- How many conversions am I creating?
- Which content is converting?
- Which traffic source is converting?
- Am I capturing all the conversions?
- How does this inform my content strategy?
The outcome being, you can re-allocate your efforts to your best performing piece of content.
The next decision was, to go deeper, understanding WHY was that piece was converting?
That’s where our regular Nudge Analytics toolkit comes in, letting you zoom in on each piece of content to find out why it’s working.
Peripheral decisions were understanding, what devices am I converting on? And also what is my conversion window? Are they direct or viewthrough?
We had a client, who had driven hundreds of thousands of people to their content campaign, only to find that people weren’t converting. They were quite surprised, what’s going on? But after a week they were able to establish that the average time to convert was seven days after consuming the content.
We’ve seen this behavior time and time again, when content drives bsuiness outcomes it tends to be a U shaped curve over time. With the bulk of conversions happening straight away and then the majority happening at either a 7, 14, or 21 day timeframe.
What does the future look like?
It’s still early days, but as we onboard more brands, we look to the future around getting a better view of how you have left an impact on your customers through predicting future behavior.
We’re thinking about things like content attribution prediction, helping you understand how many future conversions you’ve already created.
Or to help inform content sequences, how sequences of content will drive improved attribution outcomes.
Or to identify here’s an audience whose likelihood to convert will go from 50% to 90% if you serve them these two pieces of content.
Read more on Content Marketing ROI, how to define it, calculate it and explain to others.