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Fundamentals of Content Marketing Analytics

Chris Penn  (Co-Founder and Chief Data Scientist, Trust Insights, Inc.)

Track: Content Management & Measurement

Session Type: Breakout Session

Vault Recording: TBD

While content technology has advanced by leaps and bounds, our measurement skills haven’t necessarily kept up, or our content marketing teams have turned over so many times that we’ve lost our institutional knowledge about how to effectively measure our content marketing efforts.

Takeaway

  • The most common content marketing measurement strategies (and whether they’re right for you or not)
  • How to interpret common content marketing metrics (and which ones to ignore)
  • The one thing your content marketing measurement strategy is probably missing - content-level attribution analysis

This session is intended for beginner content marketers to learn something new, and intermediate content marketers as a refresher. We recommend basic familiarity with web analytics tools like Google Analytics (example: you use it every so often) as a pre-requisite. It is likely not appropriate (too easy) for advanced content marketers; if you already using techniques like multiple regression and marketing mix modeling on your content marketing, this session will be too easy for you and you will derive little value from it.



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