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Finding the Right Content Marketing Measurement Tools: Expert Advice
Ann Gynn / Content Marketing Institute / August 8, 2014
Is your content doing what it is supposed to do? When questioned about the degree of success your content marketing efforts are achieving, anecdotal answers like “Readers seem to be interested in our content” or “We are getting a lot of “likes” on our Facebook page” just won’t suffice. When you are trying to prove that your content marketing brings value to your business, you need clear evidence of what’s working, and what isn’t — and accurate measurement is really the only way you are going to get it.
But how do you know what to measure? Or how to measure it, for that matter? Heidi Cohen, president of Riverside Marketing Strategies, sums it up simply by quoting a former accounting professor of hers: “It depends,” she said. “Your content marketing metrics must relate back to your goals.”
But don’t just think statistics; you can think of people as a measurement tool, too. Ardath Albee, CEO of Marketing Interactions, notes that feedback the sales team receives from customers is one of the most reliable metrics she has at her disposal, as it can provide direct evidence of “how the content marketing produced has helped to get them in conversations,” she said.