28 Apr '13, 6pm

Measuring and Increasing the ROI of Your Content Resources | SEOmoz

With so much emphasis often put on the traffic generation potential of a good content marketing strategy, I want to focus this post on measuring and increasing the return on the (sometimes sneakily large) investment. Some common goals you'll hear surrounding a content marketing strategy include generating traffic for generic terms, increasing social shares, and developing the brand's authority (measured by increases in branded traffic, or some other indicator). In the right circumstances, all of these are nice metrics for the relevant stakeholders in the organization, but they're all just proxies for measuring the growth of a business. They're measurements of the means, not the end.

Full article: http://www.seomoz.org/blog/measuring-and-increasing-the-r...

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