Measuring Content Marketing for Life Sciences
How do you tie your investment of money and effort in content marketing to actual revenue?
In this episode, I talk to Chuck Miller of the Market Element about the specifics of measuring content marketing. He describes a process looking both forward and backward for understanding what works and what hasn’t and then planning a campaign to meet specific lead and revenue goals.
Chuck explains a basic framework of understanding, qualifying, and quantifying leads.
He also describes:
Developing a forecast in terms of expectations for lead-generation.
Which metrics inform decisions about a campaign
Lead scoring and nurturing
Finally, don’t underestimate the value of competitive intelligence. We talk about tools that can help you see what competitors are doing with their campaigns.
About My Guest …
Chuck Miller, MBA, has 20+ years of experience in marketing, sales, business development, and small business ownership. Chuck’s passion is inbound marketing, with specific expertise in crafting strategy and delivering measurable results for start-ups, small businesses, and multinationals. Chuck has evolved into an inbound marketing evangelist, and wants to take this winning digital formula to others and help them realize their own digital marketing potential. In August 2017, Chuck was profiled in C&EN’s Mad Men & Women of Science Marketing, as leading contributor and thought leader in science marketing.
