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Are You Overselling the Power of Data? [Rose-Colored Glasses]

Content marketers often oversell the power of data. Then, when you need buy-in for an innovative endeavor, executives want to know what the data says. Think about how to change from a data-driven model to one that allows for new ideas, too.
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4 Content Marketing Goals That Really Matter to the Business

Too often, content marketers set goals that their business leaders don’t care a lot about. (Brand awareness, anyone?) Here’s how to speak their language and set goals better connected to the business.
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23 Measurement Definitions Every Content Marketer Should Know

While content marketers may recognize terms related to content measurement, it’s easy to confuse their distinctions. Read on for explanations of 23 common measurement terms and how they fit into your content’s performance strategy.
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How To Explain Content Marketing ROI to Win (or Keep) Buy-In

Persuading your bosses to buy into the power of content marketing by explaining the inner workings and ROI of both content marketing and content strategy is difficult. Here’s a helpful formula to throw a winning pitch.
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Your Content Analytics Are Meaningless Unless You Have This

When it comes to content analytics, you may be spending too much time checking the numbers and not enough time getting everyone to agree on the goal. Follow this three-step measurement process to make sure your content in heading in the right direction.
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How To Set Up a Content Scoring Process for Better Decisions

What’s your brand’s content score? Not sure? Use content scoring to find out. This balanced and actionable tally will help you evaluate quality, performance, and more. Here’s how to do it.
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Measuring Content Marketing Impact: How To Set Objectives That Matter

In a universe where marketing can’t be proven mathematically, what good are measurements and analytics? They’re immensely valuable if you have one thing – a shared sense of what success looks like. Find out how to get it in the latest episode of Marketing Makers.
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These 4 Analytics Oversights Mess With Your Content Performance Plan

Trust Insights’ chief data scientist Chris Penn outlines the common analytics mistakes marketers make. Even better, he details how to make measurement plans more effective.
Measuring-Content-Wrong-Way

How To Get Content Marketing Measurement Wrong: Do It Like a PR Person

Public relations and content marketing do overlap, but they’re not the same. Yet too many content marketers use PR-centered metrics to prove the value of their content. Here are four steps to change that.
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How to Use Google Analytics to Find Your Unicorns (and Avoid Content Donkeys)

Stop wasting time on content that doesn’t bring engagement or conversions. Instead, study and optimize your traffic champions, potential champions, falling stars, and conversion winners. Try these tips from Andy Crestodina to find them.
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How to Demystify the Process of Measuring Content Marketing ROI [Video Show]

You can’t determine a house’s value by measuring its fence height. Yet, marketers often make that kind of leap, using an arbitrary number to calculate ROI. Let’s delve smartly into measuring the content that feeds marketing.
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How to Set Content Marketing Goals That Matter to Business Leaders

Ever had a sales leader or business exec disparage content marketing as “arts and crafts?” You know content marketing isn’t some nebulous, feel-good, unmeasured thing. Here’s how to change the minds of critics