How Measuring Content Engagement Drives New Sales. Because the days of old school push advertising are long gone. The Streaming Network is used by business professionals who have graduated from webinar platforms like Google Hangouts. Whether you are monitoring the success of the company blog, webinar or social media pages, traffic numbers were about all there was to look at. Ley describes how The Streaming Network captures those metrics, “In a webinar you can prod people into indicating how engaged they are. Those scores are critical for sales departments to properly target viewers who are likely to be interested in the product or service. Engagement metrics are being added to content platforms across the board. A report by the Content Marketing Association showed that nearly half of businesses that utilize content marketing are increasing their budgets to include engagement metrics this year. Marketing departments are increasingly responsible for generating sales. Follow Brent on Twitter at @BrentGleeson or view his website at www.brentgleesonspeaker.com.
This year may have been the year when it became unacceptable to merely “check the box” with content marketing. Numerous emerging trends, including content performance marketing, the blurring of marketing and sales departments, and increasing pressure to demonstrate the ROI of content, have elevated the importance of that arm of every business.
Not very long ago, a midsize company would fill its marketing position with inexperienced employees or hire an agency lacking the proper tools for showing ROI. That was because, absent any reliable metric for proving a connection between marketing and sales, all the company’s marketing department had to do was appear like it was competent.
Everything has changed. The race to acquire better metrics has begun and the war over content is reaching new levels.
As a CMO and co-founder of a digital marketing agency, the analytics behind properly measuring the effectiveness of content has always been a fascination of mine. And we have found webinars to be one of the most successful ways to educate our current and potential clients and generate new leads. Why? Because the days of old school push advertising are long gone.
One brand in particular is pioneering webinar technology that boasts twenty-four unique data points that gauge consumer interest and generate leads. The Streaming Network is used by business professionals who have graduated from webinar platforms like Google Hangouts.
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Few content platforms have become as competitive and technologically robust as webinars. The free versions are certainly a good place to start and experiment with format details, but when it is time to start driving quality leads, the technology needs to upgrade.
“Webinars are an excellent opportunity to create a sales pipeline and to identify hot leads,” says The Streaming Network CEO, Matt Ley. “But in order to do that you have to use the right technology and develop content that works with the webinar medium. If you are using the right technology and presenting…