As the globe slips into a severe recession, brands and their stakeholders are looking to trim the fat wherever possible. One of the first things to get the chop is that alleged nice-to-have in the marketing mix: content marketing. Why is it difficult to measure content marketing success, and are there a few ways that digital marketing managers can track the performance of content marketing campaigns? This article answers both of these questions, and gives you a chance to get formally qualified in the content marketing field:
Why It’s Hard To Track Content Marketing
You Can’t Make Predictions About Performance
Because of content marketing’s freshness, it is difficult to predict just how the readership is going to respond to the content. An added challenge is the lack of standardised success measurements that vary quite starkly from industry to industry.
Content Marketing Doesn’t Succeed Overnight
Some marketing agencies advise clients that top-funnel metrics can only hope to see improvement after at least six months and that bottom-funnel output takes at least a year. Decision-makers don’t like seeing stagnation, and often kill campaigns before enough data can be collected.