Launches kontextURLs to analyze audience engagement from discovery through conversion
CLEVELAND, CONTENT MARKETING WORLD — September 8, 2015 — For the first time, digital marketers have a way to measure and analyze how their investments in content marketing and influencer marketing drive audience engagement and conversions on their website, offline, and across the web including social media channels. Using gShift’s new kontextURLs™ digital marketers can easily add a short, branded URL to any content and know how that content is performing in near real time.
Launched today at Content Marketing World to an audience of more than 3,500 senior level digital and content marketing strategists, the patent-pending kontextURLs provides granular insight into the performance of earned and owned content including blogs, email, video, infographics, and social media posts and many other off-site channels.
Additionally, kontextURLs can be assigned to an influencer’s content to measure the influencer’s impact on engagement and conversion. Armed with this data, marketers can determine how to best allocate their resources by channel and influencers.
“This new technology from gShift gives marketers the ability to track content from creation, through social distribution, and ultimately back to a desired end goal, both on-site or off-site. This gives us maximized visibility into content performance directly against the desired conversion point of the campaign.” Said Mark Schaefer, Executive Director, Schaefer Marketing Solutions. “With kontextURLs, we can begin to understand the behavior of how users are interacting with our content, the path they are taking after engagement and can act accordingly. This is the tool digital marketers have been looking for.”
According to the Content Marketing Institute, 86 percent of business-to-business organizations use content marketing yet only 21 percent report they are successful at tracking the ROI of their content marketing programs. gShift’s advanced analytics and web presence platform addresses this challenge by providing digital marketers with complete visibility into owned and earned content. They can quickly identify and analyze the top influencers and marketing channels, engagement by geography, the customer conversion path, and top links, as well as compare and contrast performance across various channels.
“It’s relatively straightforward to amass fans, followers and shares for your brand, but being able to determine the real engagement of external content and influencers has been one of the biggest challenges facing digital marketers,” said Krista LaRiviere, Cofounder and CEO, gShift. “Now, with kontextURLs, you can cut through the noise and get the insight required to develop, execute and measure your content marketing strategies both online and offline.”
To learn more, watch a video of kontextURLs or visit gShift at Content Marketing World Booth 58.
gShift’s industry leading Web Presence Analytics Software Platform helps brands and agencies efficiently understand and improve on the impact and engagement of a company’s content across its web presence. gShift’s software infrastructure has been collecting and storing web presence data since 2009. More than 10,000 brands in 24 countries benefit from gShift’s insight data and software, as they optimize their time to improve the discoverability and the sharing of their content. gShift placed 29th on the PROFIT HOT 50.
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Blanc and Otus for gShift
 Content Marketing Institute, “B2B Content Marketing: 2015 Benchmarks, Budgets and Trends – North America.”