Content Marketing Attribution
57% of B2B users make their purchasing decisions without speaking to a salesperson. That means that the content you produce has an undeniable potential to persuade your potential customers to make a purchase. However, one piece of content is often not enough to entice potential customers to buy. You need to follow your users’ touchpoints and create a content marketing strategy accordingly to increase your success rate. That’s why content attribution is integral to the success of your B2B company.
So what exactly is content marketing attribution? Which attribution models help you measure your content marketing success? Read on to answer all these questions in your mind.
What is content attribution?
Content attribution is the application of marketing attribution to content. It helps you analyze your users’ journey before they make a purchase. Thanks to content attribution, you can determine which of your content users purchase after visiting, and you can decide which content impacts reaching the targeted result in this journey. In short, content attribution is a way of determining which content you produce contributes to sales and conversions.
Content attribution is necessary because the results of content attribution are the keystone in determining your future content strategies. With content attribution, you not only determine which content is of great importance but also determine which content channels play a more significant role in your success. In this way, your content marketing team can optimize each content channel by weighting it appropriately. Performing content creation in the most optimized way will not only increase your return on investment. In addition, it also allows you to use your content marketing budget most accurately and effectively.
Models You Can Use
You can apply different attribution models to see which content leads to a purchase or conversion in the user journey. These attribution models attribute different percentages of importance to different content. Therefore, choosing the attribution model that most closely matches your company and user behavior for successful content marketing is essential.
Choosing the most effective attribution model lets you learn which messages and content channels your users are exposed to. Also, with this attribution model, it becomes easier for you to identify which content plays the most significant role in your users’ purchasing decisions. Moreover, you gain insight into the part of brand perception in conversion and purchase.
Interested in all models? Check out marketing attribution models!
First Touch Model
The First-Touch Model is a member of the Single-Touch attribution models. In this model, also known as the First-Interaction model, all credits for the purchase are given to the content that the user first visits. To illustrate this attribution model with an example, consider a user following a journey like this:
- Social Media: Your user first comes across an Instagram content that you produce and leads to your website.
- Blog: The same user reads a blog post about your product.
- White Paper: The user comes across one of your white papers while researching.
- Video: The user watches a video of you explaining your product.
- Case Study: The user finally examines your case study and decides to make a purchase.
If you analyze this scenario using the first-touch attribution model, you attribute all the purchase success to the Instagram post, that the content that the user interacts with first.
This attribution model is beneficial for short loops because you identify the content channel that you managed to grab users’ attention for the first time. At the same time, if your main goal is to measure the impact of your brand awareness on your purchases and conversions, this attribution model will suit you. On the other hand, this attribution model may remain too simplistic as it gives no credit to the different steps that lead to the conversion. This attribution model may be too simple for you, especially if your goal is to examine the content that leads to purchase in detail and as a whole.
Last Touch Model
In contrast to the First-Touch attribution model, the Last-Touch attribution model (aka Converter or Last-Interaction attribution model) is based on the content that the user most recently interacted with. Considering the customer journey in the previous example, according to the Last-Touch attribution model, all success in the user’s purchase is the result of the last case study the user viewed. This model is also one of the Single-Touch Attribution models, and the content visited, except for the last content, is considered to have zero contribution to conversion.
The pros and cons of this model are similar to the First-Touch attribution model. If you don’t have different content channels and your users’ engagement cycles are short, it might make sense to count the last interacted content as the reason for success. In addition, the Last-Touch attribution model is simple to examine and requires no extra practice. On the other hand, just like the First-Touch association model, this model will not be sufficient for complex user journeys.
The linear attribution model is one of the Multi-Chanel attribution models. This model considers all content interactions equally important, from the user’s first interaction to the last before purchasing. For example, in the First-Touch attribution model, every content that the user and the seller used as an example has equal and 20% importance.
The best thing about the linear model is that, unlike Single-Touch attribution models, it handles the whole loop and cares for each content. In addition, it is easy to add the linear model to your users’ purchasing processes because it does not require complex analytical skills. Therefore, the linear model will be better if you have a relatively long sales cycle. However, in some situations in daily life, not all content that users consume is equally important. While some content hardly affects the user’s purchasing decision, some content may be the keystone of the user’s decision. Therefore, the linear model may be too simple for analysis in some cases.
Dashboards You Can Use
Blog Posts That Drive revenue
Every content you create has a return to the company as revenue. However, not all content attracts users equally. For this reason, by following the Blog Post that Drive Revenue dashboard, you can track which of your blog content brings you more profit by converting more users.
The dashboard above shows that the content marketing guide has been the most revenue-generating content. That gives you information about your user profile. For example, most users who make purchases are interested in content marketing. So content marketers are a profitable user segment.
Content Activation Rate
Content activation is educating your users about the sales process using marketing content. Although this is a negligible process in content marketing, B2B companies must activate content and activate buyers with content. With this content marketing dashboard, you can see how successful you are in this process and draw a roadmap accordingly. For example, suppose your activation rate is lower than your target. In that case, you can try optimizing your content platform and providing a more personalized content experience for your users to reach your goal and stage.
Content Lead Quality
It is essential for your content marketing that the topics you choose for your content are compatible with your target audience. If you are a B2B company for large businesses, producing popular content for startups will not make sense. Same way, with content based on the issues that big companies are interested in, you will earn more MRR. For this reason, it is essential to follow the path of viewers with this dashboard to attract a more profitable customer segment.
Internal links are one of the most helpful ways to keep your visitors on your site. That’s why it’s vital to gauge whether your internal linking strategy is working. Your users may not have found what they were looking for while reading a piece of your content. Or they may be distracted by various external factors. For this reason, it is helpful to direct your visitors to other relevant and exciting content. In addition, you should organize your internal links in a way that triggers the purchase. If the internal links in your content are pushing users to buy, you have a successful internal linking strategy. It would be sensible to use the Internal Linking dashboard to keep track of all these.
Content marketing attribution is fundamental, especially in SaaS companies, where content marketing plays a crucial role in increasing the number of purchases and conversions. You need to identify the appropriate content attribution model and regularly monitor important content marketing-related metrics. Tracking all this without using a tool can be confusing and challenging. Considering that 57.9% of marketers use an attribution tool, using powerful analytics and attribution tool like Hockeystack will make your marketing and revenue attribution incredibly easy.