Metrics to monitor
Posted: Mon Dec 23, 2024 6:21 am
What reflections can we make about content metrics based on the experience of ABC de Pacífico? One way to measure the impact of content is through classic digital metrics, such as reach or video viewing, but Lazo also recommends analyzing content satisfaction. This can be done through surveys with a single question to rate the content. Other ways are turkish mobile numbers to identify the number of people who replicate that content on their social networks or how much traffic is generated from a note to the corporate page.
“We want to bring insurance closer to people, and Pacifico's ABC is an effort to achieve this. And if at the same time we have an impact on the business that makes this sustainable, I think it is the perfect formula.”
Rocío Bouroncle, Communications and Brand Manager at Pacífico Seguros
In addition to these digital factors, it is possible to examine the impact on business-relevant indicators; that is, how content contributes to the company's success. For Bouroncle, this starts with the audience understanding that, for example, one of the benefits of health insurance is a free annual preventive check-up that will prevent fatal or more expensive diseases to treat.
“We believe that people should not face any unforeseen event or problem alone. To be protected, insurance is going to be the best option. We want to bring insurance closer to people, and ABC is an effort to achieve this. And if at the same time we have an impact on the business that makes this sustainable, I think it is the perfect formula,” says Bouroncle.
Finally, Lazo comments that “if you have the ability to develop content that captures people’s attention and that content is on your own platform, it will be very beneficial.” And he is right: “Doing traditional marketing will have less and less impact if you do not feed it with content marketing.”
“We want to bring insurance closer to people, and Pacifico's ABC is an effort to achieve this. And if at the same time we have an impact on the business that makes this sustainable, I think it is the perfect formula.”
Rocío Bouroncle, Communications and Brand Manager at Pacífico Seguros
In addition to these digital factors, it is possible to examine the impact on business-relevant indicators; that is, how content contributes to the company's success. For Bouroncle, this starts with the audience understanding that, for example, one of the benefits of health insurance is a free annual preventive check-up that will prevent fatal or more expensive diseases to treat.
“We believe that people should not face any unforeseen event or problem alone. To be protected, insurance is going to be the best option. We want to bring insurance closer to people, and ABC is an effort to achieve this. And if at the same time we have an impact on the business that makes this sustainable, I think it is the perfect formula,” says Bouroncle.
Finally, Lazo comments that “if you have the ability to develop content that captures people’s attention and that content is on your own platform, it will be very beneficial.” And he is right: “Doing traditional marketing will have less and less impact if you do not feed it with content marketing.”