My monthly column for Biznology, covering process metrics and outcomes metrics in content marketing, is now live.
It’s a discussion of the different kinds of metrics available to content marketers, why they’re both important and how they should be used. One key idea for content marketers is that too much reliance on process metrics can be detrimental to your continued employment. Yes, it’s important to track likes and opens and page views, etc. but your boss really only cares about the outcomes: are you increasing leads, improving the leads generated, and contributing to the bottom line? If not, you may want to dress up that LinkedIn profile …
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