The Content Marketing Controlling Framework

Thomas Hörner ()

Chapter Chapter 10 in Advertising Impact and Controlling in Content Marketing, 2023, pp 173-244 from Springer

Abstract: Abstract Controlling in content marketing must be more than just measuring page views of content marketing posts on a website or reach in social media. Along the stages of a content production value chain, from its measurement (e.g. quality indicators) to its media placement, a controlling framework can be built up from indicators for the primary cognitive and affective content effects, to indicators for the ultimately desired (again cognitive as well as affective) advertising effect—and then operationalize these indicators for the different channels (e.g. website, Instagram, newsletter, voice assistant, etc.). This requires taking into account a variety of specialist backgrounds both for the interpretation of the indicators and for the implementation of measurement technology and methods.

Date: 2023
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DOI: 10.1007/978-3-658-40551-9_10

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