Erika Trautman says, “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.

Collecting qualitative data begins with building a genuine emotional connection with your customers through personalization and interactivity. Customized content, specifically the kind that customers discover themselves (as opposed to the kind marketers push at them) is the key. Not only does it captivate audiences, but it also makes life easier for marketers”.

How to understand the value of content and measure digital emotion

Marketing Land

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