Content Marketing News

Why Attribution Matters in Content Marketing

Andrew-Schulkind
By Andrew Schulkind

Why does attribution matter in content marketing? Money, that’s why.

More pointedly, attribution matters because the denizens of the C-suite don’t care about clicks, likes, follows or friends. They care about business outcomes, and you need to be able to show that your content marketing is contributing to your firm’s profitability. If you’re just another cost center, you’re going to get cut.

But what exactly is attribution in this context? It’s the ability to know how prospects found you and once they did, what influenced their decision to become a client.

Determining Lead Source

Sounds easy enough, but determining a lead’s source can be tricky.

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Andrew-Schulkind

Andrew Schulkind

Since founding Andigo, Andrew Schulkind has asked clients two simple question: what does digital marketing success look like, and how can marketing progress be measured? Andigo’s work includes web design and development, content marketing, and digital strategy, among other digital marketing components, with a goal of helping firms encourage audience engagement through solid information architecture, a great user experience, and compelling content. A dash of common sense doesn’t hurt, either. Andrew graduated with a B.A. in Philosophy from Bucknell University. He engages in a range of community volunteer work and is an avid fly fisherman and cyclist. He also loves collecting meaningless trivia. (Did you know the Lone Ranger made his mask from the cloth of his brother's vest after his brother was killed by "the bad guys?”)

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