Best Practices in Measuring Content Marketing Results
You’re either getting started with a Content Marketing initiative, or you’re deeply immersed in one already.
And already, the big hairy questions about how are you going to measure the ROI (return on investment) of this complex, time and resource consuming, yet inevitable, marketing practice.
You know that this is going to be complex. Sometimes, the connection between the content and the desired outcome is absolutely and unmistakably clear and direct. Therefore, that’s easy, it’s a Direct Attribution.
Other times, the connections are hazier. There was probably an influence, but the influence is due to the impact of an ecosystem of content, and the attribution is less distinguishable. In other words, it’s an Indirect Attribution.
In the following video from Google Analytics, an analogy to basketball is made for understanding the value of both Direct and Indirect Attribution.
Measurement of Content Marketing ROI, therefore, requires thinking that goes beyond the fairly logical act of measuring direct attribution, and learning how to measure the ROI of content marketing through a hybrid of direct and indirect attribution approaches.
The “Best Practices in Measuring Content Marketing ROI” conference (4th Annual Content Marketing Conference, May 8 and 9, 2014) will use research and case studies to capture and share what ROI strategies and tactics are being used across B2B, B2C and Non-profits sectors to justify content marketing spending for everyone from shareholders to the C-Suite.