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… metrics that actually matter, not just the old visitors/time on site/number of shares tropes we’ve all grown accustomed to. Instead, focus on these metrics many content marketers overlook: Brand lift: A boost in perception of your brand, as measured by customer interactions after being exposed to your content. Engaged time: How much time each…
Content Marketing, Owned Media There seems to be a disconnect between what content marketers want to achieve and what they actually measure. In a survey of B2B and B2C marketers this spring, we found that their most common goal (73 percent) is brand awareness. The metrics these marketers gather, however, tell a different story.