It’s both a challenge and opportunity in the world of marketing. Marketers want to know the value of their hard work, execs in boardrooms across the globe want to know the ROI. It’s like an insatiable (but necessary) thirst that needs to be quenched. But how? There are so many new areas of marketing. Too new to really understand the whole measurement process. What’s a marketer to do?
As content marketing takes a main seat at the marketing table, it raises a new set of questions regarding its measurement. People want to know what metrics to use, best practices, how much time and effort to dedicate? It has literally opened a Pandora’s box of measurement questions. And what if there’s not ONE right way to measure it. Since marketing itself tends to be subjective, what does that mean for its measurement? Should we all be bound to the same standards, the same quantifiable outcomes and the same metrics?
Before you even dig into how to tackle content measurement, take a breath, breathe into a paper bag, do some yoga…whatever gets you to your happy place. And then consider these 5 takeaways from marketing experts:
1. FIGURE OUT WHAT THE HECK YOU ARE MEASURING!
Seems reasonable, right? But some of us are so keen on getting hard metrics, we don’t take a pause to think about what we are actually trying to measure. Is it clicks? Engagement? Conversions? Shares? The Content Marketing Institute, always a solid source for all things marketing, pulled together a great round up on how to measure content.
Russell Sparkman @fusionspark
2. WHICH METRICS MATTER?
In an article from Jay Baer, he cites four different metrics for content measurement: Consumption, Sharing, Lead Generation and Sales. Does this mean these are the only metrics one should measure? Not necessarily, but it’s worth considering all of these areas since most organizations consider their impact crucial to business success.
Jay Baer @jaybaer
3. CONTENT MARKETING MEASUREMENT STRETCHES BEYOND SALES.
We know content marketing should, and does, impact sales. But don’t forget about all of the other areas within an organization it touches, and be sure to measure those so you get a holistic view. It’s important to know the reach and success of content marketing for everyone! Rebecca Lieb wrote a great article for MarketingLand delving deeper into this topic.
Rebecca Lieb @lieblink
4. REMEMBER YOUR BUSINESS GOALS.
Heidi Cohen, who often writes about measurement and ROI, gives great advice about why your business goals should remain top of mind when measuring content effectiveness.
Heidi Cohn @heidicohen
5. MEASUREMENT ISN’T ALWAYS A NUMBER.
Of course we need metrics, and data and cold hard numbers to stare at and analyze. But sometimes, especially when content is involved, it’s bigger than that. Think about it logically – content is meant to be dynamic, right? Ever changing and evolving to meet the needs of your buyer’s as they coincidentally navigate through ever changing journeys! So sometimes you need to measure things BIGGER than a number on a spreadsheet. Contently published a great post all about the importance of measuring relationships.
Now we want to hear from you. How do YOU measure content??