Today’s guest post comes from Campbell Macdonald – Enjoy!
Nearly every marketing initiative involves a healthy dose of trial and error; it’s the only way to know what works and which areas need improvement. But without the right information guiding your content decisions — or none at all — you could seriously derail your content marketing strategy. 
Still, many B2B marketers rely on assumptions to inform their content decisions. In fact, Content Marketing Institute found that only 21 percent of B2B marketers say they’re successful at measuring ROI. Resorting to biased, faulty data not only blinds you to what readers really want, but also drains your time and resources.
Your content marketing strategy should be fluid, iterative, and evolving based on the insights you discover from a comprehensive performance analysis. It takes time to manually sort through specific data points and information to extract key insights that drive business results, so knowing where to look is critical.
