{"id":27143,"date":"2018-08-06T07:00:14","date_gmt":"2018-08-06T14:00:14","guid":{"rendered":"https:\/\/www.constant-content.com\/content-writing-service\/?p=27143"},"modified":"2019-03-15T08:44:31","modified_gmt":"2019-03-15T15:44:31","slug":"content-marketing-attribution","status":"publish","type":"post","link":"https:\/\/www.constant-content.com\/content-writing-service\/2018\/08\/content-marketing-attribution\/","title":{"rendered":"Content Marketing Attribution Models: How To Calculate Your Content Marketing ROI"},"content":{"rendered":"

How do you know if your content is actually <\/em>driving revenue?<\/p>\n

Better still, how do you know which PIECE of content is actually driving revenue?<\/strong><\/p>\n

Enter attribution models.<\/p>\n

Attribution models assign a value to various touch points a lead had with your company before converting. For content marketing, this means understanding the blog posts, white papers<\/a>, social content or other type of content<\/a> that a person engaged with before becoming a lead and ultimately a customer.<\/p>\n

For the sports fans out there, you can think of content attribution as a way to credit the assist (or even the second assist).<\/p>\n

\"\"<\/p>\n

But here\u2019s the hard part.<\/p>\n

How do you assign a value to all your different content and campaigns? How much weight does social content carry? Is the first touch point, the lead creation touch point, or the conversion point more important? Should everything have an equal value, or do the most recent interactions matter most?<\/p>\n

Free Actionable Bonus<\/strong>: Get the complete guide Creating Content for All 4 Stages of The Buyer Journey<\/span><\/div>\n

This article aims to help marketing directors understand the challenges of content attribution, why it matters, and which model best suits your business.<\/p>\n

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What is Marketing Attribution?<\/span><\/h2>\n

As marketers, we\u2019re all familiar with the buyer journey<\/a>. At the top of the funnel a prospect has never even heard of your company \u2013 by the end of the journey they know and trust your company so much they\u2019re ready to do business with you.<\/p>\n

But how do you know when someone first learned of your company? On the flip side, which piece of content motivated them convert? And what happened in between these two touch points?<\/p>\n

Without marketing attribution, it\u2019s incredibly difficult to answer these questions.<\/strong><\/p>\n

Most attribution models focus on 3 key touch points:<\/p>\n