Columnist Erika Trautman explains why marketers need to go beyond surface metrics and instead focus on delivering personalized content.
For a lot of marketers, managing the content measurement problem is a continuous challenge. Consumers click through online content while marketers record each click, but what kind of engagement is the content actually attracting? What is the overall impact of the content experience, and how does better measurement determine the strategy for future content marketing investments?
Measuring emotional engagement and understanding the value of content requires access to qualitative data and deeper audience insights that go beyond surface metrics like clicks and views. Only qualitative data will enhance our understanding of what is resonating with audiences and where those critical emotional connections exist within the content itself…
How to understand the value of content and measure digital emotion
