How to Measure Success in Content Marketing
An approach to content engagement from ScribbleLive.
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Content marketing is here to stay.
Ninety-five per cent of CMOs believe content marketing is important to their business. Thirty-three per cent said it was “extremely important.” In fact, only one person, out of 200, said that it was not important at all.
Some Key Points
- “Likes” have an intrinsic value. It is better to have more likes than fewer, but tying a like to a busi- ness goal is extremely difficult.
- It is useful to think about what metrics actually achieve. In one end of the pool are clicks, likes, favorites, retweets, pageviews, loops, plays — anything that can be done almost without thought.
- Engagement requires planning, creating, tracking, gathering, analyzing and nurturing.
- First, you need an audience to engage with. This is challenging, but building up a readership or viewership through good, relevant content is the very first step.
- The more engaged a prospective client is, the further down the sales process they are likely to go.