Content marketing measurement should show whether useful content attracts the right audience and supports commercial progress. Large traffic numbers are not enough.
This practical guide explains content marketing measurement through clear priorities, ownership and measurement.
Connect content to business objectives
Connect content to business objectives requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Separate outcomes from diagnostics
Separate outcomes from diagnostics requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Measure by content purpose
Measure by content purpose requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Track qualified journeys
Track qualified journeys requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Use sensible attribution
Use sensible attribution requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Create a monthly review
Create a monthly review requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Implementation checklist
- Define the objective and audience.
- Assign an accountable owner.
- Use reliable data and customer feedback.
- Document decisions and review dates.
Measure content by the decisions it supports. Keep the scorecard small, consistent and connected to customer value.