Likes Do Not Equal Leads: Go Deeper With Measurement
The state of MarTech in content marketing today leaves little to guess about. Be it with technology, or the metrics and analytics schema available, nearly every pixel of your content strategy can be measured. Jonny Rose at the UK’s Guardian however, discusses one concern for practitioners creating and measuring content:
“The idea of measuring the efficacy of content marketing by its commercial success remains quite alien to content marketers who are much more confident talking in terms of ‘engagement’.”
While engagement is undoubtedly one critical metric to be gauging, for a business, likes do not equal leads generated.
As of this year, 75% of B2B marketers are increasing investment in content marketing. The top goal for these marketers is lead generation (59%). With this in mind, it makes sense that marketers put their money towards the middle and lower half of the funnel. But this means marketers are investing in an area they are either not confident in measuring, or simply do not know how to measure.
Content, much like SEO, is not an overnight success; it’s a long term play. So measuring deeper content marketing metrics is most valuable when focusing resources on things that positively influence your business goals, with the intention of embedding the most positive elements into your overall strategy. For more of Rose’s insights about measuring ROI, click on the link below.
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