CMI Lists Five Content Marketing Measurement Don’ts
What is content measurement? Content measurement is the process of collecting data around content marketing initiatives.
Content Marketing Institute contributor Kim Moutsos has published an article featuring five content marketing measurement don’ts(and what to do instead.
She says, “Imagine a world where you could prove content marketing’s long-term value in a way the CFO would understand, accept, and believe.
1. Don’t measure content performance against inappropriate goals
Marketing lives up to its fullest glory when you can figure out the short-, medium- and long-term things you do that drive value.
How do you put all of these things together? It requires bringing together the art and the science.
You want to do the kind of marketing that allows you to meet quarterly revenue and profit numbers. But at the same time, you want to build this expansive relationship with consumers who might consider buying in the future – or with people who may never buy your products and services but who influence a much larger pool of customers.”
5 Content Marketing Measurement Don’ts (and What To Do Instead)
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