Questions about the measurement of content strategy and PR
After participating in the third edition of #CarnavalRRPP on communication and public relations, we opened a series of questions about the effectiveness of the current measurement for content strategies and public relations. This post discusses what is measured, who measures, why it is measured, for what and how, raising the professional debate.
The NPS to measuring brand journalism and content strategies
The most reliable way to measure communication is the use of the index NPS (Net Promoter Score). It is an index that accurately reflects the efficiency of the messages in content strategy and brand journalism. It is easier to estimate, to understand, to perform, to compare and cheaper. The remaining metrics are only useful for marketing because they do not value a informative quality standard.
When it is impossible to make an inventory and audit of content, we can use a statistical analysis to diagnose problems with a website. This is the best choice when the situation is urgent, the budget is small and the size of the website is enormous. It does not replace traditional methods of Content Strategy, but it helps to troubleshoot for bad content.
Podcast on Content Shock and co-branding strategies
Podcast with the interview formulated by Jaime López-Amor to Carlos J. Campo, of Estrategia del Contenido®, on the theory Content Shock. The conversation can be heard from today on the channel Branded Content, on PR Noticias. For over half an hour the expert in branded content and the content strategist discuss economic theory and measures to avoid cataclysm.
The term Content Shock will become fashionable in 2017. The concept will be used both to justify the poor effectiveness of content marketing and to claim larger budgets with dwindling results. The shock occurs when the content supply curves and content demand diverge considerably. This situation will occur in 2017. This post collects effective and profitable alternatives from the content strategy.
The propagation concept registers, by speed and intensity, the degree of receptivity on a piece of content. This is calculated on the experience in the publication. It serves to develop an editorial calendar that is communicatively more effective and economically more profitable. This post discusses the factors that affect the propagation.
The artificial reach of brand journalism by Coca-Cola
Analysis of the known data on the use of Expression of Interest (EoI) rate Coca-Cola. The low score on the natural reach of the content activates automatically promotional action for this content. A priori, the index provides neither potential audiences data nor contribution of brand value of these audiences.