The first week of October I will be attending the Digital Branding Summit 2017 in Barcelona. I’ve been requested to take the event chairman role (request which I gladly accepted) and, in addition, I will present the session ‘Back to Basics: how Content Marketing is driving measurable business success’.
Focus will be on content marketing metrics – what you should measure, what you should not. I will present a table of common KPIs by phase of the buyer journey. I will provide some examples from large businesses and I’ll show what they do measure. I will cover the point of this post by Doug Kessler (‘Why revenue is the wrong marketing metric‘).
What I want to discuss too if it’s always worth to measure content marketing performance; and if not, when it’s not (clear?). Have a quick look at this post from Carla Johnson. Intriguing. The core of the article sits in a few lines:
Numbers only tell part of the story. Most metrics only calculate the things that can be seen…which is why they can be measured. Becoming a slave to analytics means you miss opportunities to be massively creative and learn new things.
So the point I’d love to analyse with the event audience is: when it’s the case to measure? When it’s not? Also: what else do you want me to cover? Feel free to request topics and post questions here or anywhere else on my social channels. Friends in Barcelona: I’ll see you in a couple of weeks. All others: I’ll write a post on it, as a presentation script. And I’ll share my deck, as usual.
Featured photo by Gemma Evans
