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When a company looks to measure content marketing with insular metrics, they often miss the bigger picture.
You can measure certain components of content marketing, such as visitors, commentators and more, but there isn’t a blanket metric that encompasses all of the content marketing pieces. And with this in mind, it’s necessary to understand how each cog powers the greater machine.
All of the facets of content marketing can tell you something different, and it’s your duty to understand what they’re saying in tandem. And there’s no measurement for that. So depending on your content marketing strategy, you may be more inclined to develop one part of your approach more than others. As a result, measurements of the underdeveloped component of your content marketing may be misleading.
In order to truly understand what the numbers are telling you about your content marketing value, you need to have a firm grasp on the content itself. For more information on this topic, watch the video from OpenView Labs featuring Joe Pulizzi.
With only lagging metrics in their toolset, customer success leaders can’t really drive strategy at the executive level. Here’s Chris Hicken, former president at UserTesting, on how to change that.