Content Marketing Metrics

Interview 10 Highlights

June 18, 2103 — In this era of big data, companies can get caught up in data-driven strategies when evaluating a content marketing strategy. More doesn’t always mean better, nor does more necessarily equate to meeting the content marketing goals. A common lament of sales is, “I don’t want more leads, I want better leads.” Robert Rose talks with Martin van der Roest of the Examiner about the importance of focusing on relevant metrics and then interpreting them in such a way as to show where your processes can be made better to improve lead quality.

Can you actually use content and metrics to create better leads rather than just more leads? Can you see a better result using content marketing? Can you use content to create a better customer? The answer to all three questions is yes. Creating remarkable content is core to content marketing, and high quality content that provides real value to your audience will generate better customers as engagement deepens along the buyer’s journey. One company merely changed a call to action by having potential buyers download a whitepaper instead of talking to a salesperson and, although traffic dropped, the engagement tripled. Robert shares: “I would really advocate focusing on the quality of the content that you’re creating and engaging the audiences that are really meaningful to you, and you will be surprised at the level of success that it can create.”

Key Take Aways

  • Focus on the metrics that can be associated with your goals
  • Metrics provide insight into how to continually improve your process
  • Keep focused on the quality of the content, not the quantity
  • More does not always mean better

Listen Now

Interview 10 Assets

  • Content Marketing Metrics

Content Marketing Metrics

  • July 8th, 2013

The theme of this interview, Content Marketing Metrics, is centered on the idea of, “What insights can be delivered to help the content marketing processes meet the goals of the organization?”

A common occurrence observed is the idea that folks […]

Content Marketing Metrics

  • June 25th, 2013

Interview #10 Transcript – June 18, 2013
Participants: Robert Rose and Martin van der Roest

Martin van der Roest:  Welcome to the Content Marketing Examiner where we explore the content marketing lifecycle together with industry experts and practitioners. I’m Martin van […]

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