It is a popular believe that measurement comes at the end of a content marketing campaign, but this is not the case; it actually forms the end and the beginning (as well as everything in between) of your process. After all, once you have measured your impact, you will use the results to further optimize the process, so the measurement of your content marketing’s impact is never the end of the process.
Measuring the impact of content marketing is a difficult process. In order to be properly able to do this, you should always first set clear objectives before you start. What do you want to accomplish with your content? From a business perspective, there are generally three main goals that you want to achieve: improving sales, saving costs and improving retention. Naturally, there are a lot of ways to accomplish this, but these goals are too broad in order to measure whether your campaign was successful. Therefore, you should always make sure that your objectives are Specific, Measurable, Achievable, Relevant and Time-bound (SMART).