Brian Honigman – Content Marketing ROI
Content marketing campaigns with blogs, videos, and podcasts can help you connect with your audience in a meaningful way — but proving the ROI of such endeavors is one of the toughest challenges facing marketers today. In this course, learn how to move beyond vanity metrics such as likes and page views to definitively prove how content marketing affects your bottom line. Brian Honigman highlights the major challenges to measuring the value of content marketing, and explains how to set up the right metrics and content formats for your reporting system. He also explains how to use this information to produce actionable insights and drive continuous improvement for your business.
- Benefits of content measurement
- Challenges to address
- Creating a campaign
- Choosing purpose-driven goals
- Setting a time frame
- Coordinating with other marketing efforts
- Investing in different content formats
- Aligning content with the buying process
- Calculating the cost of content
- Vanity vs. actionable metrics
- Setting up a reporting system
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