“What gets measured gets managed.” Those often-quoted words of renowned business consultant Peter Drucker inspired the data-driven culture most businesses and marketers live by today. Content marketing metrics can provide a wealth of knowledge about the health of your website, content program and even your business as a whole.
But with seemingly limitless available data, it can be challenging to identify the metrics that matter. Here’s how to turn the data firehose down to a steady stream of the most useful metrics and extract actionable analytic from them.
You might have one or several marketing goals, and they may evolve as you learn from the data you gather. Pinpoint and prioritize what you want to achieve with your marketing in an actionable list. It might look something like this:
Revisit this list regularly. Your objectives may, and should, change over time. As new services or limited-time offerings arise, you’ll create short-term goals that come on and off your list.
Not all metrics are relevant to your goals. To measure your progress, focus on data points directly related to your top goals, and look at all channels. Consider the following goals and metrics that may support them:
Once you have mechanisms set up to capture data on your chosen metrics, you need to pull insight from the results. Analyzing your metrics produces analytics. These insights can help answer questions like:
Finally, act on what you find. Data is a powerful tool. Use it correctly, and you’re on your way to a healthier content program.
Cara Finnegan
The original version of this page was published at: https://glcdelivers.com/how-to-use-content-marketing-metrics-measure-business-success/
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