In this episode, Katie and Chris tackle content attribution. What is content attribution, and how does it differ from normal marketing attribution? You’ll learn about two different ways to do content attribution and one way you can get set up and running right away.

Content attribution is the practice of determining which pieces of content are most effective at driving people down the customer journey. The biggest challenge with content attribution is that there are so many different data sources, it can be difficult to figure out which content is resonating. The best way to get started with content attribution is to use UTM tags to track which pieces of content are driving conversions.

Quick tips and takeaways:

1. Make sure you have good content by talking to your audience and understanding what they want.

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In this week’s In-Ear Insights, as it’s about to be content marketing world figured this week, we could talk about one of the missing pieces of content marketing, which is content attribution.

So content attribution will know what is content attribution.

Katie, when you hear that term, what does that mean to you?

Content attribution, in my world means what has the content done for my marketing to drive people into the funnel and down, you know, that customer journey? And so what I want to know with content attribution is what pieces are doing what things what content is slotting into different phases of the customer journey and helping people get what they need from us.

And in terms of ways of getting that, how have you managed thus far? Or how does the average marketer who maybe has Google Analytics, and they’re the social media posting tool of their choice? How do you see people getting their existing content attribution? How do you see people trying to solve for them? Um, if they are,

I think that they’re, they’re not.

I think that there’s a lot of confusion, still, you know, around easy ways to do attribution.

So we talk about, you know, attribution analysis.

And obviously, we use some machin