How to Measure Brand Value: Branded Search and Media Value

Hey there,

Every week, I bounce between two worlds.

In one meeting, I'm wearing my B2B growth marketing hat: talking about CVR, leads, QLs, and influenced MRR. In the next, I'm a media operator: brainstorming story angles, refining topics, and thinking about how to grow audience and influence.

Balancing both is the job. But translating creative media work into business value? That's the tricky part.

And yet, content can do both. Media products (newsletters, podcasts, YouTube channels) can capture demand and increase brand value.

The key is learning how to measure it. And how to communicate that value clearly to leadership.

Here are two frameworks I've been thinking about to do exactly that.

#1 How does branded search work as a leading indicator?

This one's simple. If content reach is going up and branded search is going up, it's not a coincidence.

You're likely driving awareness.

It's not perfectly attributable, but it's a strong correlation.

Think about it: someone sees your YouTube videos or hears a podcast mention, and a few days later, they Google your brand. That's an action triggered by organic content.

We've started tracking this quarterly:

• Total audience reach (all channels)
• Branded search volume over time
• Key moments (viral content or campaign)

It's a leading indicator that our content is driving brand awareness, especially in zero-click channels like Spotify and social.

#2 What is equivalent media value?

This framework helps translate content's impact into a metric leadership already understands: CPM.

It's a way to say: "Here's the reach we're generating. Here's what it would cost to buy the same exposure through advertising."

How do you calculate equivalent media value for a newsletter?

Let's say you're running a newsletter. Instead of just reporting on subscribers and open rates, you calculate its media value based on how much advertisers pay to be in similar publications (rough estimate).

How to do it:

1. Collect 3-4 media kits from newsletters in your category
2. Calculate the average CPM
3. Calculate your media value: Subscribers x Open Rate x Sends per Month = Total Impressions
4. Divide impressions by 1,000, then multiply by average CPM

Example:

• 20,000 subscribers
• 40% open rate = 8,000 opens per send
• 8 sends/month = 64,000 opens/impressions
• Market CPM = $30

64,000 ÷ 1,000 x $30 = $1,920 in monthly brand value.

You're not spending that money. You're earning that exposure through owned media. You built the asset.

You can use this same model for:

• Podcasts (blended pre-roll/mid-roll CPM)
• YouTube (CPM for B2B channels)

It's not about another vanity metric. It's about helping the business see your content as a real media product, one with measurable reach and economic value.

Why you can't protect what you can't measure

Great content doesn't just drive traffic. It builds reputation. It earns trust. It makes your product feel familiar before a sales rep ever calls.

But you can't protect what you can't measure.

In addition to measuring leads, frameworks like branded search correlation and equivalent media value make brand impact visible. They help you hold the line with leadership and build a case for investment in long-term plays.

Hope this helps. If you're experimenting with other ways to measure brand, especially in this zero-click, multi-channel world, I'd love to hear what's working.

Until next time ✌️
Kyle