BRX Pro Tip: The Metrics That Matter for Branded Content
Stone Payton: [00:00:00] Welcome back to Business RadioX Pro Tips. Lee Kantor Stone and Payton here with you. Lee, what are your thoughts on measuring the effectiveness of branded content?
Lee Kantor: [00:00:11] I think it’s super important. Metrics are important in every business. But you have to understand what the metrics that matter are for your clients.
Lee Kantor: [00:00:21] So for example, if you have an enterprise-size client, the metrics that matter to them might be reach and engagement. So for them, you might be better off helping them get their content in front of as many people as possible and hope that a good number of those people are liking and sharing that content and engaging with it. Because clients at the enterprise level are doing so many different marketing initiatives, they’re going to have a hard time connecting any type of any individual effort into an actual sale. So the things that they’re going to focus in are on things that are easier to measure, like reach and engagement, even though they can’t connect any of that to a sale. But you have to understand that going in.
Lee Kantor: [00:01:04] If your clients are more entrepreneurial or solopreneurs or small firms, the metric that matters to them on branded content is going to be conversions. They need more sales because they only work with a handful of clients, and each one is super important to them. So they care less about reach and engagement as long as they’re converting some of the leads that you’re helping them generate into actual sales.
Lee Kantor: [00:01:28] So, you have to understand who you’re dealing with and what the metrics that matter to each of them because they’re going to have different metrics that matter because they have different objectives. And you can’t just force fit the same objective into the client because they’re not – that’s not what they’re asking for. So be clear upfront the metric that matters and then help them achieve those goals.
