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Stop Drowning in Marketing Data and Start Measuring Influence on Revenue

Kevin Joyce

Follow these five steps to track meaningful metrics and understand the monetary value of your content.

The 2017 Content Marketing Institute Survey, executed in conjunction with MarketingProfs, reported that content development consumes nearly one-third of nonlabor spending on B-to-B marketing in North America. Marketers might imagine that investment is backed by airtight analytics on its return, right? The same report shared that the No. 1 metric for content marketing results is website visits. Not so airtight. 

Marketers want to better understand how well their dollars are spent. They want a sense of which content is working, where it is successful, why it works and when, so they can focus their budgets on high-performing tactics. To do that, they need data.

Many of them already have a lot of data. They have reports in Google Analytics. Google AdWords data. Blog results in Kapost. Viewer stats in Wistia and YouTube. Podcast download reports in Libsyn. Funnel reports in their customer relationship management (CRM) dashboard. E-mail engagement reports in Marketo. Social engagement results in Grapevine6, Facebook, LinkedIn and Twitter. 

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Kevin Joyce is CMO and vice president of strategy services at The Pedowitz Group. He holds a combination of marketing skills and sales experience to bridge the gap between sales and marketing.