I’m not a handy guy, but I know how to use a tape measure. If I use the tape measure to figure out the height of my fence, I can determine the value of my house, right?

Well, no, of course not.

Yet when it comes to measuring the effectiveness of marketing, we often make these kinds of leaps. We look at some arbitrary measurement – like page views or downloads – and try to link it to a return on investment.

In the latest episode of Marketing Makers – the series for those who make marketing work, I delve into the sometimes-mystifying process of measuring the return on investment for marketing – and, more specifically, the content that feeds the marketing machine. I walk you through the art and science of putting together all those arbitrary numbers to tell a story about helping business performance.Continue Reading

Phenomenal doesn’t begin to describe Clubhouse’s growth in its first year. The drop-in audio app grew from 1,500 members in May 2020 to 10 million in February 2021.

With numbers like that, it only makes sense for content marketers to be interested in Clubhouse’s potential. But is Clubhouse the right place for your brand to gather? And if so, how?

I’ll give you a peek inside the “exclusive” Clubhouse through the experiences of three people in content marketing who use it.Continue Reading