"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today’s column is written by Justin Choi, CEO at Nativo.
Engaging consumers through authentic brand content is more important than ever for drawing them into the marketing funnel. And the best measure of successful brand content is attention, the amount of time users spend actively engaged with branded content.
But what does that attention really mean?
Attention provides the opportunity to influence, and influence drives action. Influence denotes how effective a piece of content is in adding value to a customer’s life, affecting brand and purchase consideration and driving word-of-mouth intent.
The formula for creating influential content is actually quite straightforward: less ad messaging, less interruption and more usefulness. Good content leverages a brand’s voice or expertise to add authentic value to customers’ lives by delighting, informing or inspiring them. It is delivered in a non-interruptive way and is contextually relevant.
The equally important, and often more challenging exercise, is measuring and rewarding content influence, such that the most influential – not simply the most clickable – content gets promoted and replicated.