What Are Marketing Attribution and Repurposing Content?

Multi-touch attribution is when you give credit to multiple channels for a conversion. Learn how repurposing one video can lead to many different avenues for connection.

Key Takeaways:

• Video content is growing, and you can use its popularity to your advantage.
• Marketing attribution is how you attribute conversions to your marketing channels.
• Multi-touch attribution looks at multiple touchpoints along the customer journey.
• Repurpose one video into 50 pieces of content, and you’ll be able to reach people and see more conversions across touchpoints.

Content marketing involves several moving parts, from your blog and social media to your website and landing pages. Marketing through content helps your brand voice stand out while you’re connecting with people on the channels where they spend the most time. 

Video is also key for today’s audiences. Research shows 66% of consumers say they’ve watched video content to learn more about a product or brand, and that people are more than half as likely to share video content than other types. 

Once you create and share a video, you may be thinking that it was a lot of time and money and wish you could keep using it. The good news is you can turn that video into a ton of other content, which means you get a lot more opportunities to reach people. 

Repurposing existing content leads to maximized marketing return on investment (ROI), too. Find out how and why to do it in this simple guide.

What is marketing attribution?

Let’s first define an important term: marketing attribution. Marketing attribution simply means that you are identifying the channels a consumer uses to make their way toward conversion. You assess which touchpoints they accessed and what brought them to you. This helps you determine how effective your marketing efforts are.

Traditional attribution models don’t always look at multiple touchpoints or channels, but gaining that information through multi-touch attribution means you can understand the entire customer journey – not just one slice of it.

Types of multi-touch attribution models

Multi-touch differs from single-touch attribution in that you’re evaluating multiple touchpoints. You get a much better picture of which marketing channels are successful and where leads are coming from. 

A few types of multi-touch attribution to know include:

• Linear
  This model looks at each touchpoint the same along a customer’s journey. So, if they clicked an ad on Facebook and clicked through to your website via a newsletter, those two touchpoints are given the same attribution (50/50).
• Time-decay
  All touchpoints are attributed in this model, but the first interaction gets less weight and the most recent gets more.
• Position-based
  This type of attribution follows that 40 percent is given to the first and last touchpoints, and 20 percent to the touchpoints in the middle.
• Data-driven
  This type of attribution means that the customer data is analyzed and the touchpoint that had the biggest impact is attributed most.

Each of these approaches may be right for different marketing channels. Think through your goals for each and where your audience typically engages with you.

Maximizing content ROI through repurposing one video

Repurposing your existing content empowers you to get more ROI from marketing. It extends the reach and impact of your content, which in turn extends its value. And that’s what multi-touch attribution is all about.

Let’s dive into our example: 

Say you create one video with engaging content about your brand or product. Instead of posting the video and being done with it, you can reuse that same content. Here’s how:

• Turn the script into a blog post (or two). 
• Create an infographic that summarizes the key points with visuals. 
• Talk about the video’s topic in an upcoming podcast.  
• Post about the video on social media, discussing key takeaways. 

With all the outlets you have in your marketing content strategy, you can easily come up with 50 additional uses for the content. It just takes getting creative and knowing where to post what. Think of how to extract certain points for certain platforms, creating content that is specifically engaging for that audience.

Repurposing content not only helps you keep your content game going, but also helps you connect with different audience segments. Some people don’t want to watch a video, for instance, but they may see the content on your social post or blog.

Optimizing repurposed content for SEO

Repurposed content also helps you boost SEO visibility. Ranking highly on Google’s SERP because of SEO means you’ll get more organic traffic to your site, and that increases content visibility. Having more optimized content out there gives you a better chance of doing just that.

Here are a few best practices for optimizing your repurposed content for SEO:

• Conduct keyword research
  Keywords are a must to get your content noticed. Do plenty of research to find out what your audience is actively searching for, then use and create content for those key search terms.
• Improve on-page optimization
  On-page optimization helps you optimize different components of your webpages. This helps you get your content boosted on the SERP. Keywords are a part of it, but also use components like external and internal links, a fast page-loading speed, headers, and images.
• Metadata optimization
  You also need metadata that incorporates your keywords, including a meta title and meta description.
• Create quality content
  Google doesn’t like poor-quality content. Always make sure you’re mixing SEO best practices with quality writing and designing. Provide something of value in your content and prioritize user engagement.

Remember that you can also reuse a lot of the content you’ve already created. Just make sure you optimize the new posts for SEO so the content works for you across your channels.

Measure content ROI and success metrics

You put a lot into your content marketing, so you want to make sure you’re seeing a great ROI. Evaluate the effectiveness of your campaigns by tracking and measuring the right metrics. Here are a few key performance indicators (KPIs) to keep an eye on:

• Organic traffic
  How much traffic is coming from ads, and how much is organic (i.e., from the Google SERP because of your keywords)?
• Social engagement rates
  What kinds of posts get attention? How are users engaging with them? What platforms are performing best for your content?
• Conversion rate
  Calculate how many leads are actually converting versus how many don’t convert.
• Bounce rate
  Figure out at what rate visitors are leaving your website or landing page without converting so you can fix any problems.
• Page views
  Determine which types and pieces of your content are getting the most attention by tracking the number of page views.

Integrate the right platforms to help you monitor and analyze data. Google has a range of tools to help with keyword research, analytics, and planning for SEO, for example. With these kinds of insights, you can keep tweaking your content marketing strategy to maximize its effectiveness.

Repurposed content is optimized content

The next time you’re not sure what to write about, remember you probably have existing content you can repurpose. Reusing content optimizes your content marketing ROI, helps you connect with new audiences, and reiterates key points you want to make. All while saving time.

If your content marketing efforts need a boost, it’s time to talk to ContentBacon. We help you come up with the best strategy to meet your goals while delivering tasty, sizzling content on a regular basis. Check out our content subscriptions to get started.