Marketers know they need to not only get the best data, but know what to do with it to get better results.
But before you even look at the data, you need to identify what success looks like and how you will measure it. This is your first step.
Data is crucial in helping to prove the ROI of marketing. And not just any data; forget about measuring success in increased page views or a higher follower count. If you can't make a clear link between what you do and your company making more money, you're on thin ice.
There's so much more to use than Google Analytics. In fact, it's easy to get overwhelmed by choice. But every channel has benefits and limitations, so you need to work out what will be the most effective combination of tools to measure your specific identified goals.
Publishing great content is never enough. That's why measurement is a key part of every strategy we develop, and we keep a close eye on the data in order to refine and improve what we do.
Because, sure, content marketing is about creativity, but it's even more important that you reach your goals in a quantifiable way.
Fortunately, the success of content marketing is relatively simple to measure and, if you know how to interpret the data, it's simple to see where improvements can be made.