Marketers Can Now Measure the Emotional, Attitudinal and Brand Impact of Their Content Marketing Initiatives
After 18 months in growth and development mode, Threadline Digital publicly launched with a unique content marketing measurement solution that enables marketers to understand the true impact of their digital content. Using Threadline’s proprietary solution, companies can gauge the emotional and attitudinal impact of virtually any type of content to accurately understand the value of their initiatives and overcome a pervasive marketing challenge.
Content marketing is a $212 billion global industry, and it is expected to continue its double-digit growth trajectory over the next two years. However, despite spending nearly one-third of their marketing budgets on content programs, organizations often find it difficult to measure their effectiveness, particularly how they impact consumer perception of their brand.
Threadline’s new measurement approach leverages a blend of market research and ad tech to clearly demonstrate how content made consumers feel, the impression it left and its effect on the brand. B2C and B2B organizations, as well as ad agencies, can use Threadline to measure almost any type of content throughout the digital space, such as websites, content hubs, sponsored content, email marketing and online video.
“Content marketing has a measurement problem. For many initiatives, run-of-the-mill metrics such as page views, shares and engagement levels fail to reveal effectiveness and ROI, and, without those insights, it’s nearly impossible to steer your content or justify additional investments. Threadline remedies a difficult challenge by going past simple behavioral data and giving marketers the metrics that truly matter in the long run,” said Adam Rossow, Co-Founder, Threadline.
For both paid and owned initiatives, Threadline employs custom measurements based on a company’s specific editorial and brand goals. The solution garners feedback from exposed and control audiences via custom surveys that measure the content’s brand lift and provide insights into everything from usefulness to emotional impact to relevance and sentiment.
Beyond delivering the attitudinal and emotional metrics most important to marketers, Threadline’s solution can be used to:
- Measure the impact of lower-traffic content and get feedback from hard-to-reach audiences
- Compare and contrast the effect of content by different audience segments, channels and behavioral actions, such as engagement levels
- Achieve a more in-depth understanding of who a company’s audience is and what it thinks of their brand
Founded by marketing and market research veterans Rossow, Gary Zucker and Jonathan Futa, the company has already done work on behalf of some of the nation’s largest consumers brands.
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