All KPIs Are Not Created Equal: Measuring Content Marketing

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“If you’re not measuring it, it doesn’t matter.”

It’s hard to argue with that marketing truism — it’s just about impossible to know what is and isn’t working if you aren’t measuring your efforts and tracking your results. But what’s often left unsaid is that what and how you’re measuring matter.

Too often, there’s an overemphasis on process metrics like page views, open rates and list growth (subscribers, followers, friends, etc.).

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