For content marketing, it’s a long season. There are, and should be, many chances to fail — as long as we fail quickly, learn, and adapt to the new surroundings.
Measurement comes at the end of this framework, but for many, it’s the beginning, middle, end (and everything in between) of your content marketing process… and it’s not easy.
As our latest content marketing research indicates, 33 percent of B2B marketers attribute their difficulties in achieving success to measurement challenges. One reason for this may be that the standard marketing metrics and processes don’t necessarily translate when operating within a content ecosystem.
For example, in his video show on How to Demystify the Process of Measuring Content Marketing ROI, The Content Advisory’s founder and chief strategy officer Robert Rose says marketers often look at some arbitrary metric – like page views or downloads – and try to link it to return-on-investment.
Just because you can measure just about anything these days, doesn’t mean that you should. Metrics can be all-consuming and confusing, so first, determine a few fundamentals that you should focus on:
- How to Set Content Marketing Goals That Matter to Business Leaders
- How to Create a Performance Dashboard for Your Content Team
- Top 17+ Metrics to Evaluate Content Marketing Success
- 101+ Key Performance Indicators – and Tips for Making the Best Choices
- How to Score Your Content Assets for Long-Term Success
- Stop Making These Reporting Mistakes
Next, understand how other companies are measuring content marketing:
Then, follow some expert advice on measuring performance against specific goals, on certain platforms, or for dedicated purposes:
- 7 Social Media Metrics That Should Really Matter to Your Brand
- How to Use Google Analytics to Find Your Best Content
- How to Measure the Value of Your Subscribers
- How to Make a Better Content Marketing Case With ROI
