When you launch a content marketing pilot, it’s a test. Your goal is to learn what works, and whether it works for your organization. So how will you know if you pass the test? You must set goals based upon specific metrics at the outset, and then measure yourself against them.
If you don’t set goals and determine how you will keep score, you’re running a fool’s errand. You’re setting yourself up to be standing in front of the CEO in six months saying “it felt like it worked.” Don’t ever ever put yourself in that position. (And if that’s good enough for your CEO, consider changing jobs; the company could be in trouble.)
So, how do you select which metrics you should score yourself against?
How will you measure whether or not you’ll succeed?…
Designing a Content Marketing Pilot: Determine Your Performance Metrics
