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Beyond Channel Marketing: How to Enhance Your Marketing Strategy With Content Attribution

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Beyond Channel Marketing: How to Enhance Your Marketing Strategy With Content Attribution Over two decades ago, Bill Gates famously coined the phrase "Content is King" when he penned an essay published on the Microsoft website prognosticating the future of the online world. In it he noted, "When it comes to an interactive network such as the Internet, the definition of 'content' becomes very wide… the broad opportunities for most companies involve supplying information or entertainment. No company is too small to participate." Nearly a quarter of a century later, we find that he couldn't have been more right. Organizations of all sizes engage their customers and potential audiences every single day in innumerable ways. And each of these interactions—brand touchpoints—consists of two critical components: the message and the medium. What Qualifies as Content? Content takes many forms. It can be the image used in a display ad, the subject line of an email, a promo code offered up during the break of your favorite podcast—or even the podcast itself. It can be as dynamic as the sights and sounds of a video posted to YouTube, or as banal as the "10 blue links" of a search results page. No matter the form, content is all around us. As consumers we engage with it in its myriad of forms countless times each day. And as marketers we do our best to create meaningful messages that educate, entice, and entertain. And yet even with the central role it plays in helping brands communicate with their target audi- ences, in the world of performance measurement, content has been relegated to the status of a second-class citizen. Far from its "royal" position projected by Gates. 1

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