Sure, you should be measuring revenue and leads related to your content marketing, but what are the other less-obvious benefits that content provides?
How should content be measured and analyzed? Let us count the ways (or at least begin to).
This column is intended to be an informal sounding board for ideas. Summer’s over and it’s time to get cracking on new research. Next up (in my capacity as a research analyst): content metrics.
My goal on this next project (which I’m undertaking with fellow analyst Susan Etlinger, a specialist in data and analytics) will not merely focus on how companies are measuring the most obvious content marketing goals, such as ROI, or increased sales, leads and conversions. We’re hoping to dig deeper and learn more about some of the less obvious content marketing benefits, as well as to uncover best practices for establishing content KPIs and putting processes into place to measure success.
We’re only just kicking this off, but here are some of the other, the more unexpected, areas that qualify as content marketing KPIs. Measurement practices are just beginning to emerge around these KPIs, and we’ll doubtless uncover more as we begin to research in earnest. Remember: this list deliberately does not include ROI, sales or lead-related metrics.
