Welcome to the latest post in our Contently Labs series, where we examine questions we hear a lot from content marketers. Today’s question: What content metrics am I missing out on?
There seems to be a disconnect between what content marketers want to achieve and what they actually measure.
In a survey of B2B and B2C marketers this spring, we found that their most common goal (73 percent) is brand awareness. The metrics these marketers gather, however, tell a different story. Most of them (69 percent) use pageviews and unique visitors to gauge the success of their content. These are metrics typically used for selling ad space and are not meant for measuring brand awareness.
