26. Yes, But Is It Working? Content Metrics and Analytics
In digital channels, everything can be measured, and content marketing initiatives are no exception to that rule. Without measurement, there’s no way of knowing what’s working and what isn’t. You won’t have information upon which you can refine or improve results or jettison the stuff that’s less effective.
In short, you should never begin content marketing until you have an ongoing plan for measurement and analysis. Not only will it continually inform endeavors as they move forward, but it also will help justify the time, energy, resources, and budget required to get those endeavors underway to the people in the corner office.
Establish a Measurement Plan
The first step is determining ...