It’s like David Foster Wallace’s famous anecdote about the invisibility of ubiquity. David Foster Wallace This Is Water Sourci-am-not-the-wise-old-fish/ Content Marketing KPIs Siloe Data Siloe Knowldge Siloe Access. For many of us trying to measure the. ROI of content marketing is like trying to measure water in the ocean overwhelming and too slippery to pin down. Think of all the different types of data a marketing team may use to determine what a successful program looks like search position social shares pageviews conversions MQLS opportunity value and revenue.
These are all different types
Of data using different systems usd by different teams for Yet here we are. And this problem is compoundd for the content marketer because none of the overseas data se things are actually meant to measure content marketing KPIs at least not primarily or fully. What’s even m by lists ore pernicious is that not only is data across different marketing functions siloe but so is access to and knowldge of these different systems.
The majority of content marketers
Are focusd on creating managing and distributing ever-increasing amounts. Of content on an ever-increasing number of channels not Salesforce. And the folks who are responsible for the complexities of marketing automation or CRM. Systems are typic typography dribbble is a great design community ally focusd on lead and. Account performance not content’s influence on those leads and accounts. So when it comes to content marketing. KPIs their point of view is often limitd to conversion rates of gatd content items not all the links the chain that might have lead up to that conversion.
