Survey on measuring the success of content marketing
How do marketing managers measure the effectiveness and efficiency of their content marketing? A master's thesis at ZHAW aims to make the effectiveness of content marketing measures measurable and tests the developed model using Webrepublic as a case study.
Customers are less and less influenced by mass media alone. When making purchasing decisions, they search the web, blogs, microsites and social media for high-quality, relevant and credible content. Companies that convince with expertise and appealing content gain the interest and attention of their target groups. Brands that offer their target group relevant content can strengthen customer relationships in the long term. Successful content marketing therefore has a positive impact on the company's success.
These effects of content marketing strategies are undisputed. However, only a few brands manage to draw on the full potential of content marketing. According to US studies by the Content Marketing Institute (CMI), for example, less than half of marketing professionals feel that they are using content marketing effectively.
Companies see the biggest challenge in comprehensively analyzing the success of content marketing and deriving strategic decisions from this. Natalie Schönbächler's master's thesis at Webrepublic focuses on precisely this challenge. The graduate of the ZHAW Business Administration program has developed a corresponding model, which she is now testing using the example of her employer Webrepublic. The time required for the Survey is around 10 minutes.
