How we think about Content Attribution
Ben Young | September 5, 2017
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.
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.
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.
So the way we thought about it was, once you have content there are two key pieces of intelligence which help:
- Which content is converting?
- Which distribution source is converting?
The outcome being, you can re-allocate your distribution mix to your best performing piece of content.
The next decision was, 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.