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Organizations of all sizes and across a range of industries are busy hiring people to manage their content. After all, the expertise and skills needed to run a successful content marketing strategy differ from those of the average marketer, so it makes sense to bring content specialists into the fold.
Why are you analyzing your content? Before diving deep into metrics, ask yourself: What do we want our content marketing to achieve? Your answers likely will lead you to one (or more) of the eight metric categories that I’m sharing to help you improve your focus in your analytics and better define content marketing success.
While creating and publishing content may be easy, measuring content marketing is a hard and daunting task. Earlier this year, I asked 24 content marketing experts to name the one most important metric to which they pay attention. The responses were across the board. Clearly, there’s no one way to measure content marketing.
These days, content marketing teams are expected to create content in all shapes and sizes. Following the advice of content marketing sages, we’re posting tweets every few hours, blogging every day, podcasting every week, publishing an eBook every month… and the list goes on. Trying to keep up with the seemingly insatiable demand, content teams often feel overwhelmed and stretched too thin.