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Measure Content by Relationship Depth, Not Speed

So - I'm wrapping up my March series on Content Marketing Measurement with a wider lens look at how we design a measurement framework to begin with... Most content marketing measurement today is like evaluating a symphony orchestra based on how quickly they can play Mozart’s Symphony No. 41. (It's an older reference, sir, but it checks out. I was about to clear them.) Anyway, sure, the orchestra finished in record time, but it sounded like a blender full of silverware. In my dive (and the video below), I’m tackling why we keep sabotaging ourselves with the same content measurement traps we fell into in 2016, 2006, and 1996 - only now we have AI-powered dashboards to serve us 10,000 meaningless metrics before our Starbucks even gets cold. Marketing's traditional value is usually about efficiency: How fast can we move someone to a purchase? It's Reach/Frequency and speed. But content marketing is, at its heart, about purposely slowing down: How deep of a relationship can we build so when they are ready to choose... They trust us more. It's inherently inefficient. Because relationships are... well... messy. Sometimes, you have to slow down the process so a visitor becomes a better buyer. It’s the "slow is smooth" mantra. If you measure content like demand-gen, you’ll eventually prove that content is just a mediocre demand-gen channel. (Ask me how I know.) Anyway - in the post I break down a 4-step framework to get Sales, Marketing, and Leadership rowing in the same direction... Slowly. But Smoothly. Spoiler alert... It's about aligning on the Objective first... If you don't you’re just holding a map with people who can't agree on where the hell you're going - and thus never know (or care) that you've arrived or not... Link to the full post... https://lnkd.in/gCdr2XKa