CMI Highlights Five Content Marketing Measurement Don’ts

Content marketing 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.

Avinash Kaushik is working to make it possible.

The two-time bestselling author (Web Analytics 2.0 and Web Analytics: An Hour A Day) understands the content world. As chief strategy officer at marketing agency Croud, he gets the marketing angle. And given his 16-year stint at Google, where he was part of the Google Analytics launch team, Avinash understands the data side, too.

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.”

5 Content Marketing Measurement Don’ts (and What To Do Instead)