Content Marketing Performance: A Framework to Measure Real Business Impact The Trust Imperative

By Susan Etlinger, Industry Analyst with Rebecca Lieb, Industry Analyst 




For executives and strategists involved in digital marketing, content marketing, content strategy, and measurement. 


Table of Contents

A Framework for Content Marketing Measurement

• 6 Case Studies for Measuring Content Marketing Performance

• Measuring by Business Goals

• Recommendations


Executive Summary

Despite a surge in adoption of content marketing and of organizational content strategy, measuring the impact of content on the business is complex and fraught with strategic, organizational and tool challenges. Because the content and analytics markets are still fairly nascent, there are few to no standards that adequately capture the impact of content on the business, whether from a reputation, revenue, operational or brand perspective.

Content strategists and digital marketers struggle to select the right metrics and frequently opt for measuring volume rather than impact when impact metrics are too complex to measure, or the required data or tools are not available.

This report lays out a framework for measuring the impact of content across the business, and includes a set of case studies and recommended metrics to enable content strategists to approach measurement at the outset, rather than at the conclusion, of their content development initiatives.


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