Public Relations & Social Marketing Insight

Simply put, if you’re not measuring, you’re not marketing.

In fact, if you’re whipping up blog posts and infographics without business objectives, you’re basically partaking in a very expensive version of arts and crafts.

Your job as a content marketer is to show your boss the money — not traffic, not links — mon-naay.

Let’s talk about how to get started effectively measuring your content marketing efforts....

Using analytics to come up with a directed strategy for developing content has become second nature. Did you know that you also can use analytics for your content auditing? Let’s take an inside look at content audits and how analytics figure into them.

Content auditing involves a detailed analysis of a website’s content to weed out poorly performing pages, identify outdated pages or wrong information, and learn which pages have poor SEO built into them. The aim is to fix these problems to streamline the operation of the site and to keep visitors (both new and returning) happy. Content auditing also allows you to revamp existing content to increase its search ranking or to develop content similar to previously successful pages. It’s one of the best ways to maintain the ongoing quality of your content....

Nine out of ten in-house marketers say that content marketing will become more important, but just 38 percent has a content strategy.

There’s a gap to bridge. The infographic by Pardot.com shows interesting data points, among others the four content marketing metrics categories.

The four types of content marketing metrics can be divided in:

• consumption
• Sharing
• lead generation
• sales.

As shown in another point made in the infographic (most popular metrics), the research behind it shows that marketers are focusing on Consumption and Sharing metrics but by also taking into account Lead generation and Sales it keeps the content aligned with business objectives....