Texts work to promote the brand: from the formation of tone-of-voice, creation of a content plan and publications, to analyzing the effectiveness of a website, blog and social network pages. Content marketing will help tell a story about the company and the product, convey value, evoke emotions in the reader and form awareness in the market. Texts are needed for communication with clients and colleagues, for company positioning, advertising campaigns and PR.
Proper selection of KPIs depends on objectives of the content, and correct interpretation of KPIs depends on additional tools (website UI / UX, promotion, SEO)