Contrend’s Engagement Index (EI) is an AI-driven measurement that provides a clear, complete, and accurate understanding of how engaging the content being measured is. Put simply, the higher the EI score, the more interest your audience is showing in a particular topic, style, or format.
Unlike traditional marketing measurement methods, such as SEO and social listening, Contrend can accurately measure content trends across format (IE across written, video, and podcast) and provides a clearer understanding of what your whole audience wants, not just the 10% or less that comments on social media.
Contrend’s Opportunity Index (Oi) complements EI by servicing as a velocity index, identifying the topics, styles, and formats most likely to deliver the most impact to you.
Put simply, Oi shows you how engaging a given type of content is. Ei shows you how big an opportunity it is for you in particular.
Identifying the “Hidden Audience”
Likes, comments, and shares shouldn’t be the only metrics you’re using to gauge the effectiveness of your content. Why? Because only about 10% of your audience will ever respond to your content. So what about the majority of your audience that doesn’t respond then? That’s where Contrend comes in.
The Engagement Index, or EI, is a breakthrough metric to thoroughly assess content effectiveness on more than just social data and keywords.
90% of your audience reads or views your content, they just don’t respond to it. EI identifies and tracks this “hidden audience” by looking at data from sources beyond just social engagement. One example of how Contrend does this is by analyzing your competitors’ websites and the wider content landscapes to get a more accurate understanding of your audience’s content preferences.
Contrend collects performance metrics and ranking signals from a multitude of different content sources and elements.
The content elements that Contrend analyzes for performance metrics include:
- Keywords, keyword phrases, and backlink analysis
- How often the content is viewed, the search or social landscape, and how relevant the content is based on ranking signals
- The format, layout, style, tone, topics, and imagery of the content
Most common analyses would look at one of the above elements. Contrend, on the other hand, analyzes all three.
Then, all of this data is combined, appropriately weighted and applied to each of the URLs that Contrend harvests. The resulting metric is what we call the EI score and tells you how engaging and effective your published, owned content is.
URL A is topic X, format Y, and style Z and has layout type B and imagery type C
Increasing Audience Engagement
Once you have your EI score (Client EI), you can compare your content benchmarks against your competitors’ content (Competitor EI), the overall landscape (Landscape EI), and your target audiences’ preferences (Audience EI).
EI gives you data-driven insights into what the most important styles, formats, topics, and tones of content are for you to differentiate your content, stand out from the crowd, and increase your EI. And this increase in EI directly correlates with an increase in audience engagement, lead generation, conversions, and content ROI.