A question that keeps marketers busy. How do you know if your branded content results in conversions? Or to put it even more simple: how do you know if the money you spend on branded content is worth it?
Part of the allure of branded content is that when people share it in social media or it’s hosted on websites, marketers aren’t paying media companies to distribute it. That sounds as a low-cost way for marketers to advertise. But a lot of money is actually put in branded content. An article of AdvertisingAge said a survey from Gartner found marketers now spend almost as much on content creation and management as they do on paid online display. …Continue reading