CHAPTER 20
Measuring the Impact of Your Content Marketing
BY BRIAN PIPER
I’d rather regret the risks that didn’t work out than the chances I didn’t take at all.
SIMONE BILES
A year from now, what’s different?
The answer to that question is the most critical element of your content strategy. Measure behavior that matters to your business.
In this chapter, you’ll find a number of different ways to show return for your content marketing. Why not just one? Because there’s not just one way to show return on objective. Different strokes for different folks. We’ve included all of them here so that you can integrate a measurement system most in line with how you currently measure your marketing. This is key! Do not plug in a brand-new formula to measure ...
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