Why “Content Marketing” is the Wrong Thing to Measure
Despite the widespread popularity of content marketing, research shows that most marketers aren’t confident in their ability to measure its effectiveness. For example, in a 2014 survey by Contently, only 9.4% of marketers said they are very confident in their ability to measure the business impact of content marketing.
In an earlier post, I noted that measuring the performance of content has recently become a hot topic, and I pointed to measurement frameworks suggested by Jay Baer, Curata, and Contently. I agree with many of the specific metrics that these frameworks include, but I also contend that most companies should not focus primarily on measuring the performance of content marketing, per se. Here’s why.
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