B2B Content Marketing Strategy

9 Measuring and Reporting on Content Marketing Strategy

The foundation of effective content marketing strategy is that measurement should serve strategy, not define it.

How do you measure if this is working?

That wasn’t my CEO asking me about a marketing strategy I proposed or campaign I planned to run. That was a reporter asking a policeman about a new initiative he’d launched to keep illegal scooters off the streets in his city. Folks had been stealing them then committing crimes and using stolen bikes made it hard for the police to track—and catch—the robbers.

The policeman’s response went something like: Well, if at the end of tonight we don’t see a shooting and no one gets hurt from the community and none of our cops get hurt, we will ...