Why: “And as any good PR pro knows, storytelling is also key to a successful campaign””yet it’s only half of the equation. The other half involves measuring to prove ROI,” says Gina Joseph before she reveals the big “W”s.
Why: “So when the nature of authoritative content is changing so dramatically, how you measure the success of your content has to change as well. This means you must be open to seeing different behaviors fueled by your content,” I wrote in this WUL classic.
Why: “Because storytelling is about making an emotional connection with the audience, it can be more difficult to measure the effectiveness of this,” writes Vanessa Chase as she shows us how to “know when the story that we’ve told has been effective.”
Why: “The first step in measuring the results of a business story project is to lay out your objective and what you seek to accomplish. Do you want more loyal customers, more engaged employees, increased sales, improved leadership, better performing teams, and the like?” write Karen Dietz and .
Why: “Though media relations and other PR strategies have always contained elements of storytelling, the rise of content marketing and brand journalism means communicators must craft tales that their audiences want to read if they want to stay relevant and gain public favor,” says Beki Winchel as she explains what tools you can use to “prove your worth to executives and clients.”
Why: “What I want to propose today is that your success might not be determined by WHAT you measure but also WHEN you measure it. What you measure and how you measure it needs to be dynamic,” says Mark Schaefer as he shares his perspective on measuring storytelling.
Why: “We’re all fixated on numbers, productivity, sales, and often the essence of actions remains in the background. That’s why storytelling marketing offers a subtle revolution,” says Ralitsa Golemanova as she explains why sometimes it is not all about the numbers.
How do you measure storytelling? What tools do you use? Please share in the comments below.