As content marketing has become a vital strategy for brands and agencies, the need to measure the success of that content has grown as well. An Aberdeen Group report revealed that the most effective content marketers are also those most likely to measure. The study split its sample of organizations using content marketing into two groups: ‘leaders’ – the top 35% most effective companies – and ‘followers’ – the bottom 65%. The link between content marketing success and content marketing measurement is far from a coincidence. Measurement is a must.
Using data and metrics to gauge marketing success is far from a new idea. However, it is a bit more involved when it comes to content marketing, which can include social media content, native advertising content, and custom-created visual content such as Infographics, Motion Graphics, and Micro-content. The key is to not only measure, but... keep reading