Content marketing measurement: connecting content to business outcomes

Learn how to talk the talk with executives and change the content narrative.

They say you can’t manage what you can’t measure. While this is not strictly true (you can go a long way on gut instinct and observation) measuring the performance of your content marketing in a scientific way helps you determine whether you’re on track with your goals and objectives.

Why measurement matters

For a savvy content marketing director, considered and dynamic measurement helps to reveal the effectiveness and efficiency of the operation, the key drivers of success, and identifies where things aren’t tracking so well and might need to be retired, tweaked or optimised. Sophisticated content marketers, many of whom are using content marketing as an inbound lead generation tactic, also track return on investment or perform driver analysis across the classic marketing funnel.

Starting the conversation with management

To consider this, let’s look at a sample of common goals across different layers of business.

Altering leadership’s perspective

Let’s take magazines. If you’re like any of the marketing managers I know, you’re probably getting pressure to move all of your communications to ‘digital’. Many senior leaders see substantial print and postage expenses in the budget and have no data that expresses a direct return on the investment. All you’ve got to show is distribution, circulation and readership figures. This is great for commercial strategy and ad sales, but only helpful if your goal is revenue.

Maintaining leadership’s buy-in over the long-term

There are also plenty of other ways you can connect your content operation to business outcomes. I like this short piece by Marketing Land that outlines a few other meaningful measures beyond sales, including customer experience, innovation, and operational efficiency.

Philomath and strategist fascinated by the intersect of psychology, technology and media. Strategy Director @HGMediaAU.

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