The volume of metrics to be analyzed can confuse, frustrate, and overwhelm even the best practitioners.
Yet, the executive team wants to know the numbers. Well, really, they want you to prove the value of your content marketing.
Without a universal answer on how to do that, we asked the experts presenting at Content Marketing World what they suggest to improve your measurement strategy.
“Sometimes, it feels like riding a rolling coaster with one hand on the safety bar,” says Bernie Borges, vice president of content marketing at iQor.
Let’s start this ride that covers how to look at measurement differently, make it more holistic, benefit from the increasing role of AI, and implement a few specific changes.
Reassess the analytics that matter
Do you measure what you should? Often, it’s all about volume, impressions, and the categories that surface the bigger numbers. But the metrics that matter most often fall outside those popular parameters.
Measure trust
The future of marketing analytics is trust. As marketers, everything is about building trust in people, products, and institutions. Trust has shifted from established mainstays to individual influencers in the last decade. We must create ways to track, measure and report against trust. – Kristyn Wilson, executive vice president of digital PR and communication, Adept
Think what, not how
Conventional wisdom might say the how of marketing analytics is the big challenge. In other words, I might know what I want to measure, but how do I go about doing it? Instead, I think the bigger challenge is the what. You want to tie impact to business benefits, but many marketers are left asking what business benefits to use.
Read More at Content Marketing Institute
