Content Marketing: ROI (2017) – Brian Honigman

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Content marketing campaigns with blogs, videos, and podcasts can help you connect with your audience in a meaningful way— but proving the ROI of such endeavors is one of the toughest challenges facing marketers today. In this course, learn how to move beyond vanity metrics such as likes and page views to definitively prove how content marketing affects your bottom line Brian Honigman highlights the major challenges to measuring th< value of content marketing, and explains how to set up the right metrics and content formats for your reporting system. He also explains how to use this information to produce actionable insights and drive continuous improvement for your business.

Topics include:

• Determine the benefits of content measurement.
• Define benchmarking.
• Identify the stages of the buying process.
• Compare vanity and actionable metrics.
• Identify an attribution framework.
• Explore how to automate reporting by a stakeholder.

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