The biggest reason that content measurement fails in business isn’t because we don’t have the right technology, or can’t get access to numbers. Rather, the biggest challenge is that the business doesn’t have a shared understanding of what success or failure looks like.
This session will explore a more advanced look at construction of strategic content measurement goals. We’ll explore how to establish an actual strategic goal, how to apply the KPI’s that make achieving them unambiguous, and how to pull in the right metrics to make it all work together.
At the end of this session, you will be able to…
Understand a new measurement framework (the measurement pyramid) and how it can help you develop clearer strategic objectives for content strategies
Understand how real B2B organizations are measuring success with content marketing (examples included)
Understand the role of a content marketing mission and vision statement that helps to align a shared purpose toward strategic measurement