How can you know if your content is adequately supporting your marketing and business goals? In this seventh post of our Back to Basics series, we outline a simple plan you can use for tracking and...
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A very good article to use as a starting off point for internal discussions concerning your content marketing strategy.
That said, I would suggest that the table shown with examples for KPIs has a row for Brand Awareness that doesn't work for me. Just because traffic is up and downloads are up and social chatter is up doesn't mean Brand Awareness is up or positive, which is rather important.
Personally, I would still use brand awareness research and ask questions about the role of content in the scheme of things. Yes I am aware. My perception is that your firm is about X. I developed that awareness and perception by reading your content or friends and family or colleagues or other things.
I also struggle with the KPIs for retention. It's good that your customers use your content but what impact does it have on retention versus product quality, perceived value of product/price, experience etc.
What do you think? How might you use content marketing to improve retention - and how do you prove it worked?