Content marketing is a marketing measure that has recently regained attention due to the coronavirus pandemic. Many companies have their own media (in-house media) and disseminate article content, but there may not be many companies that have been able to verify the effectiveness of this.
Recruit Sumai Company Co., Ltd. is also a company that operates multiple owned media outlets. “Think with Google” introduces examples of verification conducted by the company.
Reference source:
Do owned media articles lead to conversions? The value of article content confirmed by SUUMO
Content marketing of Recruit Sumai Company Co., Ltd.
Recruit Sumai Company Co., Ltd.’s owned media is not intended for immediate CV (conversion) from search traffic.
The aim is to provide readers with high-quality content that provides them with information and opportunities for new discoveries that they were previously unaware of. In other words, the aim is to foster long-term fans and contribute to branding.
It was difficult to verify the effectiveness of owned media article content.
Recruit Sumai Company Co., Ltd.’s article content advertisements aim to reach a wide range of people who are looking for a new home and potential customers who may be looking for a home in the future.
In addition, in the case of real estate handled by the company, the consideration period is generally long.
Therefore, it is impossible to evaluate the effectiveness based on CV in a short period of time from the last click.
The impact of article content from the first contact to the last click must also be analyzed.
Additionally, because the company carries out multiple types of advertising measures, such as TV commercials and free newspapers, it was difficult to accurately assess the contribution of article content.
Article content feed distribution greatly contributes to CV
The company received a proposal from a team of Google advertising specialists and analyzed its effectiveness using “find campaigns” and “casual impact analysis (statistical analysis).”
A discovery campaign places in-feed ads on Google smartphone apps, YouTube home feed, etc.
The survey was conducted across Japan, dividing it into two parts: A and B. The article content feed was distributed only to area A and not to area B.
As a result, it was estimated that area A received approximately 35% more CV than area B. Additionally, the number of CVs decreased after stopping the feed distribution of article content.
From the above, it can be seen that exposure to article content had a significant impact on CV.
Most content marketing is a long-term initiative, and it is difficult to see results in the short term, and it is often difficult to verify effectiveness.
However, the results of this survey show that content marketing, which steadily disseminates useful information, leads to solid results.