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.