Next, let’s talk about the data component of your system.
So to have a strong data component, we need:
- A set of KPI’s that tells you if your practice is on track or off track
- A process to review your KPI’s every week
The KPI’s that you are reviewing weekly become your scorecard. Gino Wickman, the creator of the Entrepreneurial Operating System, believes that scorecards act like instrumentation on a plane—they help guide you to your destination and they quickly alert you to issues that need your attention if you’re off track. Establish your KPIs quarterly and track them every week.
How do you measure the value of content marketing?
What about ROI? How do you measure the value of all of this?
I was recently talking to Audra Carson, she’s the head of content marketing for General Mills, about measurement. Audra’s view was to measure the impact of content marketing the way you would any other marketing program.
I have to say, I agree with Audra, that is the ideal approach. The challenge is, not …