Measuring branded content’s success: the essential guide paid brandstorytv
Fara Warner, award-winning author and journalist specializing in the art and science of storytelling in the digital age, recently delved into answering this pertinent question at Elevate 2019, Brand Storytelling’s premier Summer event for brand marketers and their partners.
Warner has worked in every storytelling medium from traditional print, books, and digital publishing to virtual reality films throughout her three-decade journalism career. Most recently she served as the vice president and global editorial director of custom content at Dow Jones & Company, where she helped lead a team that grew branded content revenue from $14 million to $60 million in three years.
All of this made her uniquely qualified to interview a dozen brand marketers on the subject of measuring the success of their branded content campaigns. The results of these interviews were compiled into aThe subjects she interviewed were candid about harboring a lack of trust for the numbers gleaned from data. Several shared the idea that somehow, in the pursuit to measure everything, it seems to have left them knowing nothing.
Brand Storytelling sat down with Warner at Elevate 2019, where she shared several key agreed-upon tenants for improving the methodology by which brand marketers measure their data:Of the brand marketers that spoke with Fara Warner, one idea repeated over and over again was that of setting a common standard of measurement – or, at least, coming to a consensus on what that might look like.
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