Previous posts include:
The following content marketers offer their perspectives to the current question:
Rick Allen (@epublishmedia)
Heidi Cohen (@heidicohen)
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!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.
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.