It is unlikely that anyone interested in a Meetup devoted to Content Strategy would doubt the implicit value of content. Content's value is not obvious to everyone, however, especially if they are new to the idea of content marketing. It is very likely that you will be (or already have been) asked to show the quantitative worth of your content and its associated strategy. While this may be appalling to you, it's a valid question: "What is content worth, really?"
This discussion will focus on some potential motivations and methods behind applying a rubric to content's value, including:
- How to discuss the subject with stakeholders
- Aligning measurement with brand KPIs
- Multi-channel/cross-channel content measurement vs. channel-specific measurement
- The nuts and bolts of actually reporting on content success
We will start with a brief presentation to frame what should be a geekishly delightful discussion.Our presenter and conversation stimulator:
Lars Von Sneidern
Director of Analytics and Optimization
The New Group
Lars is an expert data analyst, market researcher and strategist with experience in traditional and digital media measurement that integrates comprehensive analytics and research into actionable data insights. Currently, he is driving innovation in content tracking/measurement, B2B lead dynamics, advocacy strategy and Integrated Marketing Intelligence dashboards. In the past, Lars’ primary market research helped optimize media mixes of Fortune 500 corporations to reduce marketing spend while increasing campaign effectiveness. Lars is also a sweater vest provocateur.