CHAPTER 24Measuring the Impact of Your Content Marketing
Never give up. Never surrender.
TIM ALLEN IN GALAXY QUEST
A year from now, what’s different?
When I used to sell custom publishing services for large B2B brands, that is the last question I asked before the agreement was signed. The answer to that question was the most critical element of the final agreement. That answer told me everything about how the clients were going to measure the content project my company was about to create for them.
That’s the exact question I want you to ask yourself when you think of measurement. Before we get started into the meat of the chapter, let’s take a look at what CMI experts have to say about the subject.
First, go to bat knowing what your business ...
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