Why “Content Marketing” is the Wrong Thing to Measure

Why “Content Marketing” is the Wrong Thing to Measure

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Despite the widespread popularity of content marketing, research shows that most marketers aren’t confident in their ability to measure its effectiveness. For example, in a 2014 survey by Contently, only 9.4% of marketers said they are very confident in their ability to measure the business impact of content marketing.

In an earlier post, I noted that measuring the performance of content has recently become a hot topic, and I pointed to measurement frameworks suggested by Jay Baer, Curata, and Contently. I agree with many of the specific metrics that these frameworks include, but I also contend that most companies should not focus primarily on measuring the performance of content marketing, per se. Here’s why.

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