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By: Andaiye Taylor, NewsCred Contributor – Content marketing has caught fire recently as an effective marketing strategy for B2B brands. Initially, it’s common for brands to focus exclusively on the content creation process.
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It can be difficult to prove the ROI of content marketing, as it doesn't necessarily always lead directly to profit. With that in mind, though, a good content marketing strategy creates audience actions that in turn lead to conversions.
The lean content methodology is based upon heavily testing what works and what doesn't. It's safe to say that the items on this list are a great way to form the basic metrics that will eventually make up your measurement strategy.
From increased number of website visits and thought leadership to subscriptions and engagement, if your content strategy is producing any of these basic results, you're likely on the right track.
If your marketing content is leading to conversations you are in the right track. Lean content is still related to try and error experiments, but ROI from it is much clearer that the one of outbound tactics.