At the Cannes Festival of Creativity this past summer, I sat down with Gansca and Griffin to discuss the science of brand sentiment, how the world’s most innovative brands measure it, and what role content plays in building strong relationships between consumers and brands. I’m Joe Lazauskas, editor-in-chief of Contently. Dana Griffin: Thanks for having us. Lazauskas: Alright, to start: What’s the most underrated content marketing metric? Gansca: I have to say it’s sentiment because that’s what we specialize in measuring. Gansca: So in the past, we’ve been—this is our third year. Lazauskas: Amazing. Griffin: So in addition to what Anda said, which we’re completely aligned on, one of the things that I’m seeing in the industry is that legacy metrics are being used to measure new distribution platforms. I think the bought content is to hook people, and the old content is to get people to really be a loyal follower. I think it’s like what Cannes used to be, which is a bunch of creatives, not just like tech companies and data nerds and agencies like ourselves.
If you’re a marketer with a pulse and a subscription to Ad Age, you’ve heard that great content is the key to building relationships with your target audience. But amidst all the top-of-funnel engagement metrics, lead attribution data, and fancy Powerpoints designed to convince our bosses to double our content marketing budgets, one question often goes unanswered: What type of relationships are we building?
That’s the question Anda Gansca, founder and CEO of Knotch, and Dana Griffin, the company’s CRO, are trying to help brands answer—at scale.
At the Cannes Festival of Creativity this past summer, I sat down with Gansca and Griffin to discuss the science of brand sentiment, how the world’s most innovative brands measure it, and what role content plays in building strong relationships between consumers and brands. Check out the video below, which was created as part of our Accountable Innovation Series in partnership with Magnet Media, an industry-leading global strategic studio.
Transcript:
Joe Lazauskas: Hi and welcome to Accountable Innovation at Cannes. I’m Joe Lazauskas, editor-in-chief of Contently. And I’m here with Anda and Dana from Knotch, the platform that’s really changing the way we think about brand sentiment and getting a lot of buzz here. Guys, thank you so much for joining me on this beautiful patio overlooking the ocean.
Dana Griffin: Thanks for having us.
Anda Gansca: Thanks for having us. It’s amazing. We’ve been taking selfies.
Lazauskas: Two hot seats this time instead of one like we normally have. Are you guys ready?
Gansca: Very ready.
Lazauskas: Alright, to start: What’s the most underrated content marketing metric?
Gansca: I have to say it’s sentiment because that’s what we specialize in measuring. No, but even beyond that, we didn’t just choose to do this because we thought it was cool. We chose to do this because we saw there was a really big market need for it. I think marketers are trying to really get past this idea of just viewability or engagement, and into, “Have we managed to move this person emotionally? Have they taken an action based on it?” So that’s what we specialize in measuring.
Griffin: From my perspective, especially talking to marketers, I think focusing on one metric only to understand the impact of their overall media spend is the biggest mistake. So when I think about underrated, I always think about: You have to understand sentiment, you have to understand how people react to you, but also who they are and how they consume your content to make the best decision. So I would flip it back to you and say it’s not just one thing. You really have to look across the entire combination of KPIs,
Lazauskas: What’s your secret to reaching such high-level people?
Gansca: So, first of all, I will start by saying that we’re a very good team. So we prepare these briefs with people’s…
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