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How to Gauge the Power and Value of Your Content Marketing

by Aaron Dun  |  
May 22, 2013

The state of content measurement today is… well, cloudy. Are you really measuring the value of your content marketing efforts? What metrics are you using to gauge if your content marketing initiatives are working? Are you able to connect content to revenue? If your goal is more thought leadership, brand awareness, or prospect engagement, do you have a process in place to capture and report on the necessary inputs?

From a recent exchange with an executive at a high-growth technology company, I came to understand that, in many cases, marketing measurement remains more focused on the discrete points of measurement (traffic, conversions, leads, revenue), or classic funnel metrics. In that kind of environment, the holy grail of content marketing measurement is to then connect content all the way through purchase.

Or is it?

One of the pioneers of the content marketing discipline during his time at Eloqua, Joe Chernov, recently wrote the following in an article about his own content marketing journey: "When I ran content strategy at a large marketing technology vendor, I was a purist. I felt that content should never be 'locked' behind a form, that credibility demanded the brand's logo be 'zeroed out,' and that embedding even the subtlest sales message was a cardinal sin."

He went on to say, "I was a purist because I could afford to be. Because of my employer's size, momentum, and diversity of marketing programs, we didn't have to force readers to complete a form to download an e-book or video. We didn't examine each content expense in the same way a small or early-stage company must. The luxury of time granted us the freedom to trust that those who valued our content would be more likely to buy from us when they were good and ready."

As Joe put it quite cleverly, he could afford to trust the process; that good content marketing would ultimately influence the buying cycle. Although I am sure his company was doing some measuring, it's clear that measurement wasn't the only thing.

His article and his journey reflect a larger dichotomy. Larger companies, which have many marketing channels in play at any given time, may be less concerned about the direct correlation between content marketing efforts and deals. But, for the rest of us, it's critical. (Of course, now let's see how many comments come from large companies screaming about how they have to justify every last dollar against a defined result!)

So, how do you gauge the power of content and the value of your content marketing initiatives?

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Aaron Dun is senior vice-president of marketing at SnapApp, an interactive-content platform.

Twitter: @ajdun

LinkedIn: Aaron Dun

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  • by Sandy Wed May 22, 2013 via web

    While keyword lift and ROI may be hard to calculate, the success of your content marketing efforts should entail more than just measuring how many views and likes your blog posts receive!

  • by Gracious store Thu May 23, 2013 via web

    The main KFI for any content marketing should be the ROI, if numerous views, likes and even leads do not lead to conversion, certainly the content marketing is not yielding

  • by Robin Williams Fri May 24, 2013 via web

    Good post! It gives a proper insight into what Big Data is capable of delivering, especially so in the area of content. Content marketing and good website strategy truly impact both the number of visitors to the site and determine the conversion rate.

  • by Kinjal Sat Jan 18, 2014 via web

    I seem that also google now will give more credit to page with excellent content, most test of google caffeine (before the closed down the beta version) indicates that pages with lots of content get ranked higher.

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