Analysis and measurement are critical to the effectiveness of the content.
Content is the most important currency for marketers, regardless of their industry, but with the abundance of content available to consumers, many marketers are wondering: How do I analyze the performance of my content?
The question is valid and urgent, whether the content is intended to produce a result, such as converting or filling out a form, or the content that is part of the customer service interaction, and whether the content is written or visual.
For Greg Bennett, head of conversation design at Salesforce, content analysis begins with identifying the channels that receive the most responses.
“In the past six months, sales through the Salesforce messaging channel have increased by more than 600%,” “Our chatbot usage is over 170%, so if you notice such drastic changes, you should immediately start analyzing the content to measure its effectiveness.”
Create content and conversations
During the onset of the pandemic, Salesforce increased the number of customer support cases by 50%. The increase in requests has provided Bennett and his team with a lot of material to review.
For Salesforce, more content means increasing the use of Einstein AI for chatbot services, ensuring all new content is created according to Salesforce brand guidelines and reviewing discussion processes and standards to increase efficiency and solve problems.
“In content analytics, we focus on tracking customer demand, usage patterns and conversations, because these are trends we can address immediately when we see inefficiency,” said Bennett, a senior linguist at Georgetown University. “It’s not just the theme of the content on a channel, but also the average time it takes to process the content in the same space or the action the content takes in a marketing space.”
According to Meggie Giancola, Head of Sales and CPG Strategy at Valassis, marketing technology and consumer engagement company, the new focus on content analytics, analytics, and discussion has taken the industry to a new level of research.
“Now, marketers are really measuring content to match industry value. Over the past six months, we’ve reached an analytical position that would normally take five years,”. “The way content is used to motivate shoppers has been very different since the beginning of this year, so we need to change the analytics and measurement.”
Content analysis and measurement should focus on specific changes in consumer behavior and attitudes.
In particular, has the content led to more purchases of cheaper products and services due to the economic crisis? Has consumer feedback on ongoing campaigns increased or increased consumer engagement with COVID-related services or pricing?
‘Each analysis is different. So, as long as the data is well-founded, it’s a good start, “. If you see a lot of content or impressions with a minimal purchase, consider whether it’s a content issue, a brand, or an issue. Price.”
For Salesforce, 42% of current service requests come via chat, 37% via telephone, and 21% via chatbot. The increasing use of chatbots has led Bennett and his team to thoroughly research and measure chatbot performance. Measuring marketing content to expand and expand engagement is not so much a race as it is a marathon, If the content is intended for a service request, minimal content is required, which translates into shorter waiting times, which increases customer satisfaction.
As a marketer, you have to distinguish between service quality and call quality when measuring content. You may have a lot of content in a conversation, but it may not solve the original problem.
If possible, the content related to a specific product or service should be individually measured, even if the last measurement was before COVID. The differences between the two measures should be easily explained by the new variables that appeared on the market after the COVID epidemic.
Video as a vehicle
As the demand for video content grows in almost every industry, the way it is analyzed and measured must also change. Beyond the obvious measurement that includes previews and reprints, the popularity of short videos has created a new urgency in the analysis and measurement of content.
Now that short videos are used as an essential part of marketing campaigns, they should be treated this way, co-founder, and CEO of Loop Media, a video-to-video streaming company. Gone are the days when videos were first reviewed when they went viral. the basis for measuring video content should be to make sure it elicits an emotional response, with a clear call to action or a desired response. While the short video is the most popular form of content, there will always be room for long video content, but analysis and measurement should be analyzed in the same way. There is a clear distinction between how short and long video content is measured, even when dealing with the same topic, We recommend daily reports on where and when videos are playing, who is playing them, and what they are doing. Everyone should enjoy the video performance more than they do now.
Therefore, it is important to fully measure content to identify inefficiencies and opportunities for improving promotions, services, or products.
The benefits and content of the conversational experience will be explored in the future, which will not change, Complete content quickly if necessary, but never interrupt ongoing analysis for a more efficient process.