Crucial Steps For Creating a Digital Measurement Plan
Measurement is one of content marketers' top challenges, according to a recent Staffing & Tactics Survey of 1,000+ marketers. In particular, tracking the impact of online content and other digital efforts is difficult due to the overwhelming amount of data available across disparate systems and teams.
Stephen Roda of Vertical Measures identifies four steps you shouldn't miss when creating your own digital measurement plan:
- Determine your digital goals and align them with business goals
- Establish baseline metrics
- Create an automated dashboard
- Create monthly insight reports
Today's marketing technology solutions enable us to create automated dashboards for monthly insights, as well as insights that can drive immediate change in our marketing plans. For example, here at Curata we've been able to instantly identify which types of content generate the most leads. Using the analytics in Curata CMP, we found out long form blog posts were responsible for nine times more leads generated and eight times more page views versus short form blog posts (find out more with Generate More Leads with Data-Driven Marketing). This modified our focus to rely more on long form blog posts for lead generation.
This eBook contains a comprehensive list of metrics to help determine the full impact of content at every stage of your pipeline, while Stephen Roda's full post below has more on how to develop your digital measurement plan.