Effectively Measure your Branded Content: What Does it Mean to Get Branded Content Right?
Does it work?
In this series we have talked about the best ways to share your brand’s story and reach an engaged audience. Now that you know what to do, and how to do it, you’re probably wondering…’how do I know if it worked?’
Before we talk about the different ways we can measure success, let’s look at the stats. We know branded content works. According to a recent study done by Ipsos and Polar, consumer awareness of a brand increases to 69 percent after engaging with branded content; purchase intent increases by 51 percent. Consumers say that they find these types of [branded content] ads “believable,” “informative,” “unique,” “entertaining” and “interesting.” Not only does branded content work on it’s own, but it also helps to improve the performance of your standard display media. According to the same study, purchase intent increases by 17% if you accompany a display ad with a piece of branded content.
What Should you be Measuring?
Branded content can exist in many forms. It can come in the form of video, editorial, social or even experiences. With so many options available, it’s important to quantify your branded content, so you can better understand which pieces are giving you the most ROI. For this, we recommend focusing on metrics that address reach, awareness and traffic. What did your footprint look like in the form of shares, likes and mentions? Was your content downloaded? Viewed to completion? Did people spend time with you? Collect these insights before and after, so you are able to determine where you’ve seen true success.
You can also look a little lower down the funnel at lead gen metrics such as conversion and sales. These can be measured through email campaigns or your CRM system. Lean on user feedback as well. How? In the form of surveys. It’s important to get a true reaction from your audience. You want to understand how your content made them feel, so you can continue to improve on your message.
Who can help?
There are several different companies who can help to measure the success of your branded content campaigns. At BrandVerge, we recommend, Nudge. Regardless of who you choose, it’s important to understand how your content is performing and how message resonates with audiences, so you can continue to share your brand story with the world.