Everything we create and is implemented as a part or as a stand-alone campaign is measured and optimized to see how it influences clients KPIs.
did Internet users engage with the communicate we prepared?
are they willing to watch films that we created?
what do they say about our content in social media?
Answering such questions and comparing what we do to other parts of communications efforts we can see how content can influence the outcome of what companies do on the Internet.