Daniel Hochuli

You are right, Mark, UTM mark-up does make tracking campaigns clearer (as well as useful in A/B testing headlines). We do that too. But, it is what comes after the click that should be measured. For example, how do we measure how that piece of content influenced a purchasing decision from that same visitor 15 months later?

Most marketers don’t measure this, even though this is where a HUGE chunk of content’s value lies. Content is not a last click channel. Content builds trust and community that contributes in ‘influencing’ purchasing decisions. Rarely does it result in a direct sale. But Execs who don’t understand the role of content just look measure all their marketing the same way, namely – “What’s the ROI?”

Such a ‘churn and burn’ marketing mentality works for programmatic campaigns, but not for content marketing. I feel we as SEO’s and Marketers, need to do a better job at educating the slow burn of both content and SEO to our clients. Sure, there can be immediate results and that is usually how we measure success, but I’d love to see the industry really push back on 30, 60 and 90 day reporting to give such campaigns time to show their true value.

As Rand implies, if WBF was kept to a 30 day reporting schedule, its value in terms of ROI would be difficult to prove. No Exec with just 30 day reports to influence their decision would have kept WBF running and that Exec would have made the wrong call for the business.

I would be interested to know just how many awesome content ideas were killed because they were not given the time / resources by short-sighted Execs to bare fruit.

 

For More Reference:  Animated Corporate Video