Content marketing performance measurement system in the context of customer acquisition

This thesis examines how content marketing is used in B2B customer acquisition and how content marketing performance measurement system is built and utilized in this context. Literature related to performance measurement, branding and buyer behavior is examined in the theoretical part in order to identify the elements influence on content marketing performance measurement design and usage. Qualitative case study is chosen in order to gain deep understanding of the phenomenon studied. The case company is a Finnish software vendor, which operates in B2B markets and has practiced content marketing for approximately two years. The in-depth interviews were conducted with three employees from marketing department. According to findings content marketing performance measurement system’s infrastructure is based on target market’s decision making processes, company’s own customer acquisition process, marketing automation tool and analytics solutions. The main roles of content marketing performance measurement system are measuring performance, strategy management and learning and improvement. Content marketing objectives in the context of customer acquisition are enhancing brand awareness, influencing brand attitude and lead generation. Both non-financial and financial outcomes are assessed by single phase specific metrics, phase specific overall KPIs and ratings related to lead’s involvement.

Composition and cross-sectional area of muscle fibre types in relation to daily gain and lean and fat content of carcass in Landrace and Yorkshire pigs

Selostus: Lihassolutyypin ja lihassolun poikkipinta-alan yhteys sian kasvuun ja ruhon koostumukseen maatiaisessa ja yorkshiressa

Relationship between electrical conductivity and water content in peat growth medium

Tiivistelmä: Turvekasvualustan sähkönjohtavuuden ja vesipitoisuuden riippuvuus mitattuna TDR-käsimittarilla

Effect of dietary crude protein and energy content on nitrogen utilisation, water intake and urinary output in growing pigs

Selostus: Rehun valkuais- ja energiapitoisuuden vaikutus sikojen typen hyväksikäyttöön, veden kulutukseen ja virtsan eritykseen

Utilisation of reactive lysine from meat and bone meals of different ash content by growing-finishing pigs

Selostus: Tuhkapitoisuuden vaikutus lihaluujauhon reaktiivisen lysiinin hyväksikäyttöön lihasioilla

Effects of vapour pressure deficit and soil water content on leaf water potential between selected provenances of Eucalyptus microtheca in an irrigated plantation, eastern Kenya

Summary

Salt content labelling of foods in supermarkets in Finland

Selostus: Suolamerkinnät valintamyymälöiden pakatuissa elintarvikkeissa

Phosphorus content of ditch sediments as indicator of critical source areas

Selostus : Kilpailukykyinen menetelmä pistemäisten fosforikuormitusalueiden paikantamiseen

Equilibrium moisture content of flax/linseed and fibre hemp straw fractions

Selostus: Pellavan ja kuituhampun korren jakeiden tasapainokosteus

Bast fibre content, fibre yield and fibre quality of different linseed genotypes

Selostus : Öljypellavagenotyyppien niinikuitupitoisuus, kuitusato ja kuidun laatu

Clonal variation in nutrient content in woody biomass of hybrid aspen (Populus tremula L. x P. tremuloides Michx.)

Abstract

Saltiness of coarsely ground cooked ham with reduced salt content

Selostus: Suolapitoisuuden pienentämisen vaikutus kinkkuleikkeen aistittuun suolaisuuteen