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Tuesday, November 30, 2010

Measuring & Presenting Effectiveness of Content Marketing

Measuring & Presenting Effectiveness of Content Marketing - Content Marketing Institute
The Content Marketing Institute series continues with How To Measure and Present the Effectiveness of Your Content Marketing Program.

Previous posts include:
The question addressed here is “How can marketers measure – and present – the effectiveness of their content marketing programs to their management teams?”

The following content marketers offer their perspectives to the current question:

Rick Allen (@epublishmedia)
Heidi Cohen (@heidicohen)
Russ Henneberry(@russhenneberry)
Doug Kessler (@dougkessler)
hava Leibtag (@ahaval)
Katie McCaskey (@KatieMcCaskey)
Sarah Mitchell (@globalcopywrite)
Tom Pisello (@tpisello)
Nate Riggs (@nateriggs)
Jennifer Watson (@ContextComm)
Dechay Watts (@sproutcontent)
CB Whittemore (@cbwhittemore)

Here is my contribution:
Content marketing programs work quite effectively with traditional marketing programs and you can easily get started building success stories.  Don’t forget, though, to measure the before state of your website, lead generation efforts and any other elements critical to your business and management team. Consider screen grabs of digital assets, too. Those come in very handy during presentations!

Many content marketing programs build gradually over time. Monitor and measure regularly. Build mini-case studies at regular intervals, repurpose your small successes, and generate conversation with your management team to build engagement on their part. Keep track of unexpected efficiencies that develop and of the anecdotal stories about how the impossible has started to happen!

Don’t forget to tell your content marketing program story at every opportunity – in formal settings as well as less formal ones, with associates and customers. The effectiveness of your content marketing programs will be undeniable!

By the way, we had a lively discussion about measuring engagement during the previous content marketing series. Definitely check out How To Measure Engagement.
What is your take on the question? How would you go about measuring and presenting the effectiveness of content marketing? I'd love to hear.

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