The Future of Content Marketing: Developing KPIs for Metaverse Content Marketing

Abstract

In recent times, the Metaverse technology has gathered attention due to its futuristic capabilities. Being a relatively new concept, it is important to keep on exploring the possibilities of this technology. Content Marketing is a marketing method, which has been tried and tested by marketers and researchers since the beginning of internet. The study envisions the use of Metaverse as a platform for content marketing activities of the brands. To bring this vision into perspective, the study identifies a set of Key Performance Indicators (KPIs) that can be used to assess the performance of content marketing strategies used by marketers in the Metaverse platforms. The paper follows an analytical research approach to conceptualize the Key Performance Indicators for measuring marketing performance within the Metaverse ecosystem. By analyzing existing literature, the study extends conventional media performance metrics to develop KPIs for evaluating marketing performance inside Metaverse. The study identifies three broad KPIs namely Traffic, Engagement and Brand Awareness. In addition to this, the study also identified eight metrics specific to measuring content marketing performance inside the Metaverse. These include, Spatial Analysis, User Journey Analysis, Virtual Events Metrics, User Contribution and Creation, Time Spent, Frequency of Interaction, Community Growth and Cost Metric.