2021-09-30-Gartner-如何通过三个步骤衡量内容营销（英）_17页_823kb

How to Measure Content Marketing in 3 Steps Summary

This report outlines a three-step framework for measuring content marketing effectiveness and proving its business value:

1. Map Content to the Customer Journey:
   Conduct a content audit and align assets with the customer journey (buy, own, advocate). Understand the purpose of each content piece at different stages to guide measurement.

2. Identify the Desired Customer Response:
   Define metrics based on the intended response from prospects and customers:
   • Action: Direct, measurable actions tied to business outcomes (e.g., leads, sales).
   • Engagement: Indirect actions showing interest (e.g., views, shares, scrolls).
   • Perception: Changes in brand awareness or sentiment, often measured indirectly (e.g., surveys, analysis).

3. Communicate Business Value Through KPIs:
   Translate measurement outcomes into key performance indicators (KPIs) aligned with business goals. Use diverse metrics across different measurement levels (activities, programs, initiatives, plans) and track progress daily, weekly, or monthly. Attribute value accurately across campaigns and assets.

The framework emphasizes combining quantitative and qualitative data for a comprehensive understanding of content marketing performance.