The idea here is that more viewers equates to more leads

The Fog Of Content Wars Is Lifting With The Rise Of Engagement Metrics

Replica Handbags We know from numerous studies that consumers like content more than standard advertising channels. That means that a blog post, a native ad, or a webinar is more likely to convert and create a loyal customer than a banner ad on a website. Replica Handbags

replica Purse The challenge for many companies replica designer bags is intelligently integrating their content into their marketing and sales process. Until recently, content professionals have relied on their own experience, trial and error, and a good amount of guesswork to develop content and achieve ROI. But new technologies and services are stepping up buy replica bags online to fill the information gap. replica Purse

replica handbags china One leading method for realizing ROI from content is capturing and leveraging engagement metrics. Matt Ley, President of The Streaming Network, an enterprise webinar platform, says that knowing the degree replica wallets to which content consumers are engaged is the missing link in the process. replica handbags china

I wanted to know more about the future of content marketing ROI so I asked Ley to explain further:

wholesale replica designer handbags Q: What is the biggest mistake people make when they try to assess the ROI of their content without having data to look at? wholesale replica designer handbags

Wholesale Replica Bags Ley: Without data there really is no way to effectively measure best replica designer bags the ROI of any content asset. I think most marketers have moved beyond the idea of using anecdotal evidence, such as Customer A liking X piece of content or Sales Rep A getting a lead from Y piece of content. They are shifting towards using aggregate numbers, best replica designer such as volume of viewers or emails received, as their main way of measuring ROI. Wholesale Replica Bags

When we first engage a prospect and bag replica high quality ask them how they measure ROI 7a replica bags wholesale from their webinar program, the first thing they start talking about is the number of viewers that converted from the number of registrants they receive for a given webinar. The idea here is that more viewers equates to more leads, which in turn, drives ROI.

aaa replica designer handbags The mistake in that reasoning is that best replica bags online they are treating all of their viewers the same and applying the same value (a lead) to each one. In reality, the fact that each lead viewed your content does not mean they should be qualified as equal value. aaa replica designer handbags

Replica Designer Handbags The key factor to track is engagement with content. This is the number one data point in measuring how qualified a lead is. ROI needs to be defined by the number of qualified leads the content drives. Replica Designer Handbags

Q: What kind of engagement metrics are most indicative of an interested potential consumer?

Designer Replica Bags Ley: The first data point we look at is time. The longer someone spends engaged with a piece of content good quality replica bags or the more times they view a piece of content, the more engaged they tend to be. This is why media is so much more powerful than content that can be off lined, like a PDF, E books, or whitepapers. Media formats, such as videos, podcasts and, of course, webinars all offer you the ability to track the time someone invests in your content. With long form content, like a podcast or a webinar, you can tell a lot about someone’s engagement if they view or listen to the entire piece. Designer Replica Bags

Handbags Replica The other benefit of hosted media content is that you can easily embed other calls to action (CTAs), which can measure commercial intent. Handbags Replica

high quality replica handbags Let’s buy replica bags compare two people who viewed the same webinar: high quality replica handbags

KnockOff Handbags Both Viewer A and Viewer B registered and logged in on the day of the webinar. The Viewer A watches the first 20 minutes and then tuned out while the Viewer B watched the full 60 minute presentation, asked 2 questions, responded to a poll, and downloaded a white paper on the webinar producer’s product. Viewer 2 is a much more engaged lead than Viewer 1. Viewer 2 is a MQL and possibly aaa replica bags a fully sales qualified lead. KnockOff Handbags

Fake Designer Bags Q: Webinars are tricky. What is the high replica bags most important thing a company should do to stand out from the crowd? Fake Designer Bags

Ley: It is not really as hard as people might think. The problem with webinars is that they generally operate in this weird vacuum where those putting them on tend to forget everything they know about how media works. They run a format that has never been very effective: a 45 minute presentation followed by a 15 minute Q replica bags china period.

Replica Bags This format has cheap designer bags replica lulled audiences to sleep for over a decade and as a result, webinar audiences generally replica bags buy online remain pretty unengaged, with less than 10% of them willing to ask questions. Replica Bags

The most important thing you can do is remember replica bags what other kinds of media these same people best replica bags view or listen to on a daily basis and “steal” from that. Think of your webinar as a show; think of your podcast as a radio program. Both should be high end replica bags meant to inform but also entertain if possible.

Designer Fake Bags CNN, ESPN, NPR designer replica luggage or podcasts like Stuff You Should Know and This American Life are great inspiration for how you can format your webinar. Remember that you are looking for engagement, so programs like these that solicit and use audience interaction are replica bags online the best inspiration. Designer Fake Bags

cheap replica handbags We measured engagement for one of our customer’s events before and after they made a switch from a didactic presentation followed by Q to a simple interview format. Their content didn’t change, but the way they delivered it did. Their aggregate engagement score went up 2.7 replica designer bags points and the number of questions submitted by their high quality replica bags audience rose by 17%! Audience members felt more a part of the conversation and less like a passive listener. cheap replica handbags

replica handbags online Q: The Streaming Network is a leader in gauging content engagement, but what is next for that technology? What metrics will we be looking at tomorrow? replica handbags online

Fake Handbags Ley: Today we are tracking everything in the same manner Facebook or Google did before they fully replica designer backpacks knew how they were going to monetize it. With integration into marketing automation systems and CRMs, we have been able to draw a straight line between engagement and the lead quality of a viewer, but more can and will be done with that data. Fake Handbags

purse replica handbags The next stage is to properly identify the sales qualified replica bags from china leads (SQLs). This means understanding commercial intent of leads by the actions they take while watching the live or on demand webinar. As our replica designer bags wholesale customers start to luxury replica bags look at webinars as a content asset rather than an “event”, they are becoming quite creative in how they use our platform to provide engagement options to their viewers. In turn, we are learning how to draw even more direct lines between actions taken by viewers and the potential or actual revenue being generated. purse replica handbags

Like Netflix, we know a lot about webinar viewers. We know when they tune in, when they tune out, when they get hooked, what actions they take while they are watching, and what they watch next. With this data, our ability to help our customers define their content choices is only growing stronger as well as our ability to provide them with the intelligence that drives real revenue.

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