Measurement. It’s the four-letter (OK, 11-letter) word that seems to plague many content marketers. However, it’s an essential (and some might say it’s the most essential) component that content marketing strategies need to succeed.
This year, as part of the Content Marketing Institute/MarketingProfs’ annual research on B2B Content Marketing Benchmarks, Budgets and Trends, we asked content marketers if they consider themselves to be challenged with an inability to accurately measure the effectiveness of their content marketing efforts. It should come as no surprise that 33 percent of survey respondents cited this as a significant challenge they face.
Continuing with our B2B research roundtable conversation from Content Marketing World, CMI consultants Carla Johnson, Michael Weiss, Ardath Albee, and Jay Baer discuss why this number is likely too low, and share some of their insights into what, specifically, content marketers need to be measuring. It’s clear that while measurement best practices shouldn’t be limited to open rates, not all content needs to lead to sales in order to be gauged as a measurable success. Thanks to Steve Rotter, VP of Digital Marketing at Brightcove, for moderating the conversation.
If you want to learn how to measure the effectiveness of your content marketing, there is no better place to start than by reading The Field Guide to the Four Types of Content Marketing Metrics, which CMI created in conjunction with Jay Baer. And you can learn even more about effective content measurement at Jay Baer’s keynote presentation at Content Marketing World Sydney on March 5.
Measurement is one of the five core elements for running successful, scalable content marketing operations. Read our 2016 Content Marketing Framework: 5 Building Blocks for Profitable, Scalable Operations for an overview of the full strategic blueprint.