As an advocate of Marketing Automation, I’m all about measurement. However, I think a lot of people who advocate Content Marketing often think about quantity first. But they also need to understand the purpose of the content they create. Content is written to get attention, to built interest or engagement, to move readers towards a decision, or to inspire an action. If content has a purpose, then you need to measure if the desired result has occurred. Relevant and purposeful content is the fuel that feeds your marketing machine.
Successful brands not only create engaging content, but they also measure the performance of that content. Columnist Jim Yu outlines four steps to help you balance the art and science of content marketing.