#172: Content Strategy | Building a Brand Strategy and Content Goldmine with Chelsea Castle, Head of Content and Brand at Close
B2B Marketing with Dave Gerhardt
Exploring Connected TV Advertising and Content Measurement
Connected TV advertising presents a promising avenue for experimentation, particularly through platforms like LinkedIn Business Manager, which now facilitates ad placement on streaming services. The ideal ad duration appears to be between 10 to 30 seconds. A significant gap exists in how content effectiveness is measured, particularly in terms of qualitative data aggregation. Engaging content can generate substantial views and foster meaningful interactions, as demonstrated by articles that attract thousands of views monthly and spark discussions across social media. This qualitative feedback provides valuable insights compared to mere view counts. Successful measurement should prioritize feedback from ideal customer profiles (ICPs) who find content genuinely helpful. The impact of content varies based on business models; high-volume, low-touch businesses often see content driving signups more effectively than those reliant on a sales-heavy approach. Therefore, evaluating the influence of content on revenue should be tailored to the specific context of the business strategy.
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