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Content Marketing ROI

Video Introducing this tutorial

Introduction

Welcome
What you should know before watching this course
What is content marketing?

1. Why Measure

Benefits of content measurement
Challenges to address

2. Create a Campaign

Choose purpose-driven goals
Define the audience
Set a time frame
Benchmarking
Coordinate with other marketing efforts

3. Choose Content Format and Channel

Invest in different content formats
Research channel choices
Stages of the buying process
Align content with the buying process
Calculate the cost of content

4. Pair Metrics

Stages of the buying process
Vanity vs. actionable metrics
Pair goals and metrics

5. Set Up a Reporting System

Invest in a mix of tools
Types of tools to consider
An attribution framework
Automate reporting by stakeholder
Calculate ROI
Optimize your strategy

Conclusion

Next steps

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