Content Marketing Framework: Measurement

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 content marketing research indicates, 33 percent of B2B marketers and 41 percent of B2C marketers cited the inability to measure as a significant challenge. In the video below, CMI consultants Carla JohnsonMichael WeissArdath 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.

If you want a breakdown on what you should measure, check out A Field Guide to the 4 Types of Content Marketing Metrics.

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:

Next, understand how other companies are measuring content marketing:

Then, learn to use templates and checklists to better track what you need to measure:


Measurement is the seventh step in building a successful content marketing strategy. Download our white paper,  The CMI Content Marketing Framework: 7 Building Blocks to Success for an overview of the process, or learn about the other steps with our how-to guides on the right-hand side of the page.