Posted January 15th, 2014
“If you can’t measure it, you can’t manage it,” the management guru Peter Drucker famously observed. Much has been written about the need to measure the ROI on content marketing. The challenge of doing so can be significant, however, particularly in the world of B2B.
One problem is that content marketing campaigns can take many different forms, have very different objectives, and be measured using many different performance metrics. Another problem is that the results of the campaigns are often spread out over time, and not all performance outcomes (e.g., brand awareness) are easily quantifiable.