Goals and objectives
Research conducted in partnership with Digiday’s CUSTOM agency confirmed something we already knew: the majority of digital media professionals have access to content analytics. However, what was surprising to learn was that less than half of those surveyed were confident in their abilities to interpret insights from data and apply them to content strategy.
The campaign surrounding the report “Getting There: How Brands, Publishers, and Agencies Use Content Analytics” encouraged digital media professionals at brands and publishers to harness the potential to do more with their data. By incorporating data from the report at every step, the campaign embodied the message of how understanding and applying analytics empowers creativity and strong content strategy.
Because Parse.ly works with content providers, we think that using content as a marketing tool is incredibly important. The campaign made use of data-driven storytelling in the form of bylines, blog posts, and a webinar. In addition to organic content distribution, the campaign involved paid sponsorships and advertising. Primary goals of the campaign were resource downloads and new leads, as well as meetings for our sales team. Benchmarking the success of the ad campaign in particular would depend on the results rate and conversions.