As marketing becomes central to digital marketing strategies, marketers should measure their program’s success on more than a hunch. More and more, we’re expected to quantify the success of our content marketing to justify our budget. The best measurements look beyond a shopper’s initial response and gauge sustained engagement compared with downstream revenue.
In other words, retweets and likes may not matter as much to your business objectives as actual leads and sales. Here are seven ways to prove your content marketing program is worth the investment: