Imagine a world where you could prove content marketing’s long-term value in a way the CFO would understand, accept, and believe.
Avinash Kaushik is working to make it possible.
The two-time bestselling author (Web Analytics 2.0 and Web Analytics: An Hour A Day) understands the content world. As chief strategy officer at marketing agency Croud, he gets the marketing angle. And given his 16-year stint at Google, where he was part of the Google Analytics launch team, Avinash understands the data side, too.
Today, the triple-threat expert helps executive teams, marketers, and data analysts use digital strategies and emerging technologies to outsmart their competitors. You can learn from Avinash in person at Content Marketing World in September.
Recently, he joined CMI’s Ask the Community livestream, where he shared five don’ts (and their corresponding do’s) to improve your content marketing measurement today. You can watch it or read on for the highlights:
Don’t measure content performance against inappropriate goals
Marketing lives up to its fullest glory when you can figure out the short-, medium- and long-term things you do that drive value.
How do you put all of these things together? It requires bringing together the art and the science.
You want to do the kind of marketing that allows you to meet quarterly revenue and profit numbers. But at the same time, you want to build this expansive relationship with consumers who might consider buying in the future – or with people who may never buy your products and services but who influence a much larger pool of customers.
What is difficult is all related to figuring out, such as, “If I run a bunch of advertisements on TikTok, should I think about whether they’re driving revenue now? Or should I consider them an extension of my brand that would allow us to create value for the company over a longer period?”
The thing that goes wrong in our space is perfectly captured by one of my favorite metaphors: Never judge a fish by its ability to climb a tree.
We do that all the time. And that’s what creates suckiness in our life. Because we’ll say, “If TikTok isn’t producing revenue, it stinks.” Or “If paid search is only driving revenue but not extending the number of new customers, then it stinks.” Both these questions involve judging a fish by its ability to climb a tree. So spend time figuring out what kind of fish and what it does best, and then judge its ability to swim.
Read More at Content Marketing Institute