Content marketing may be one of the most effective ways for small and mid-sized businesses to attract and retain customers in 2015. Or it may not be.
Nineteenth century American merchant and marketing pioneer John Wanamaker famously said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
Wanamaker, who opened his first store in 1896, knew he needed to promote his retail business. He could tell if a promotion was working, but he could not, with certainty, identify the individual ads or promotions that were the most successful.
In spite of many improvements in technology and our ability to collect data in 2015, some marketers may still struggle with measuring promotions or strategies — like content marketing — effectively. While there is no magic content-marketing-measurement panacea, there are good ways to monitor content marketing’s impact on business goals, and some relatively clear steps you can take toward proper measurement…
