The concept of content marketing has been around since 1895, the year John Deere started circulating its magazine, The Furrow. Since then, many brands have proven the process works. But quantifying a return on investment (ROI) in the new frontier of online marketing can be challenging. There’s rarely an immediate 30-day turnaround on investment, which creates confusion and no small amount of anxiety. When content does take hold, however, the benefits can be very fruitful — and measure you must.
Before you drill down to measure an asset’s content marketing ROI, you need to examine and measure the value of your content marketing efforts as a whole. Marketing-related key performance indicators (KPIs) abound, but unless you understand which ones are important to your brand, you’ll find it nearly impossible to measure success. Continue Reading