My monthly column at Biznology has been published. Content Marketing Metrics and Analytics: It’s All About You.
In it, I discuss the value of general statistics and industry data, but suggest that relying on that data for more than establishing baselines and creating frameworks is a mistake. As content marketers, there much more value in gathering your own analytics data and tracking progress against your own benchmarks over time.
The extra effort will pay off with increased marketing effectiveness.