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In a post last week, I talked about turning your content marketing upside down and focusing first on what behaviors you want your content consumers to perform.
Once you’ve done that and created content that you think will drive the desired actions, you can start measuring the efficacy of your content program. Content cannot be measured with a single metric, because no one data point can successfully or satisfactorily tell you whether your program is working. Instead, you need to create an array of metrics that are selected from four primary buckets:
1. Consumption Metrics
This is the most fundamental type of content metric,...
Via Martin Gysler
