The value of measurement in marketing — Chris Vitti // Knotch

Quotes

• “The Knotch analytics are consistent in your own channels and your paid channels so that you’re always looking at the same set of metrics and it’s first-party data that you own forever, and most importantly it allows you to have an independent view of how your content is performing across the board.” - Chris “So essentially, Knotch analytics is, first and foremost looking at data or KPI consolidation trying to figure out what the common metric is between internal data, Adobe metrics, and Google Analytics and what your publishers are handed with.” - Ben“What Knotch is focused on building for the customer right now is that content journey. How do you break up the top, middle, and bottom of the funnel and how do you assign content to each area of the funnel, and then how do you ensure and encourage your customers to take the higher value actions that you want them to take.” - Chris One of the biggest challenges of content marketing is that there are different stages of the funnel. I think of content having different purposes where you have your interest-level content, which is something engaging and short-form content and it’s the top of the funnel.” - Ben “We are always encouraging our customers to be thinking about the content they are creating for each phase of the funnel and mapping that content to the phases of the funnel.” - Chris “If you do look at content at the bottom of the funnel, you’re, of course, thinking about return on investment. Very often, ROI comes in the form of deal value.” - Chris  “Traditionally, most marketers think of content as at the top of the funnel. But it doesn’t have to be just at the top of the funnel.” - Chris “You need to have effective touchpoints in each funnel and the reason for that is, while content may be used for lead generation, when you’re working with a potential customer, you want to show them that you are a thought leader in your space and that you’re an expert. Every time you touch them with a piece of content that reinforces that point, you push them further and further down the funnel.” - Chris    “One of the things we really focus on with our customers is how we can help them be a better storyteller and deepen their relationship and extend the lifetime of their relationship with their customers.” - Chris “When you think about content, there are multiple facets for how it can be evaluated and understanding what you’re trying to accomplish, where a piece of content is designed to have an impact in the funnel, and being able to evaluate not only the quantitative aspect but also the impact on customer’s understanding of your brand, creates a holistic view of how valuable a piece of content is.” - Ben “Content marketing is a much more nuanced type of marketing. Something that takes a long time to show maturity but it’s an asset that you own and can continue to drive value over time if you continue to invest in your content marketing efforts.” - Ben “Content marketing can also be much more flexible. You can have a piece of content that supports the beginning, middle, and end of the funnel as opposed to a performance marketing channel where you need to pick one or the other. I.e., lead generation or direct response conversions.” - Ben