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Das Content-Marketing-Controlling-Framework

In: Werbewirkung und Controlling im Content-Marketing

Author

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  • Thomas Hörner

Abstract

Zusammenfassung Controlling im Content-Marketing muss mehr sein, als nur Page Views von Content-Marketing-Beiträgen auf einer Website oder Reichweite in Social Media zu messen. Entlang der Stufen einer Wirkungskette von Content-Produktion, dessen Vermessung (z.B. Qualitäts-Kennzahlen) und der Ausspielung in Medien kann ein Controlling-Framework weiter über Kennzahlen für die primären kognitiven und affektiven Content-Wirkungen bis hin zu Kennzahlen für die letztendlich gewünschte (wieder kognitive wie affektive) Werbewirkung aufgebaut werden - und diese Kennzahlen dann für die unterschiedlichen Kanäle (z.B. Website, Instagram, Newsletter, Sprachassistenten etc.) zu operationalisieren. Dabei gilt es sowohl für die Interpretation der Kennzahlen als auch für die Implementation von Messtechnik- und -methoden vielfältige fachliche Hintergründe zu berücksichtigen.

Suggested Citation

  • Thomas Hörner, 2022. "Das Content-Marketing-Controlling-Framework," Springer Books, in: Werbewirkung und Controlling im Content-Marketing, chapter 10, pages 199-275, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-37015-2_10
    DOI: 10.1007/978-3-658-37015-2_10
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