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How to Turn Emotions Into Metrics

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Hosted By
Jess

Anna Hrach

Convince & Convert
About The Content Experience Show:

Welcome to The Content Experience Show where content experience is the new content marketing. It’s not only about reaching our audiences where they are, but engaging them with a personalized experience of meaningful, useful content that they’ll take with them over time. The guests on the Content Experience Show share strategies, tips, and real-world examples of how they’re taking their content marketing to the next level and providing their current and prospective customers with a true content experience. This isn’t just a trend. It’s a movement.

Apple Podcast Reviews:

It doesn't get any better for content marketers. They present a balanced, insightful discussion of current trends and ask all the right questions. Their guest list is a "Who's Who" of content professionals. Outstanding.

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The Marketing Book Podcast

Adam Rossow and Jonathan Futa, Threadline Digital’s Co-Founders, join the Content Experience Show to discuss measuring emotional responses in your audience.

Metrics With Meaning

To say that data is important in marketing would be an obvious understatement. Analytics have taken the spotlight in recent years, with social platforms offering more and more insights and ways to track trends and engagement.
According to Adam Rossow and Jonathan Futa at Threadline Digital, however, this isn’t the data that your business should be concerned with. Of course, you can measure likes, shares, comments, etc. and make informed decisions on how to create content to get more of the same. But is that really what you want?
If you are putting the money and effort into creating great content, you’re likely setting higher goals than simply “getting more likes.” If you’re truly trying to connect with your audience, there’s an emotional factor that goes far deeper than behavioral metrics.
According to the folks at Threadline Digital, you have to engage with the people who are engaging with your content, through polls or interviews, and see how your content is actually making them feel. Not only that, but (to take a tip from every other genre of scientific measurement) it is imperative that you also engage with a control group. Only then can you see the true effect your content has on your audience.

In This Episode

  • How to find meaningful metrics.
  • How to set effective goals for your top-of-funnel content.
  • How to move past vanity metrics.
  • How to measure the feeling your content causes rather than behavior.
  • Why “likes” do not equal engagement.

Quotes From This Episode

You have to engage the individuals that engage with your content. Click To Tweet
“You need to align your goal with your measurement, ask the question about exactly what you’re trying to achieve, and not infer from a click what that might mean.” — Jonathan Futa
“You can’t rely on passive behavioral metrics because that’s all about the actions they took, not their attitudes or their feelings.” — @adamrossow

Resources

Content Experience Lightning Round

Adam, as both a fan of The Grateful Dead and classic hip hop, what are some good entry points into both?
Adam suggests starting with either “Estimated Prophet” or “Scarlet Begonias” for The Grateful Dead, while B.I.G.’s first album and A Tribe Called Quest are great entries into hip hop.
Jonathan, what are you watching on Netflix right now?
Jonathan has been a huge fan of Netflix since the mail order days! He’s currently in a “transition period” between shows, but he may end up going back and re-watching some of his favorite sitcoms like Parks & Recreation or The Office.
See you next week!

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