You invest in regularly publishing content for your brand or website.
You know, however, that branding is a long-term game.
So, how do you measure the quality of your content as you go?
There are two ways to measure.
Number 1: Leading indicators. These are the things that you do to make results happen: diet, exercise, writing content, or building projects for your marketing campaign.
Number 2: Lagging indicators. These are the results that happen as an outcome of what you do, such as losing weight from exercise or gaining traffic from distributing content.
Since I do invest in content marketing, I ultimately expect these results:
- more website traffic
- higher SEO rankings
- better brand awareness
- lead magnet sign-ups.
Now, how do we actually influence such results?
This list by Aha Media resonates with us. Your content should be:
Based on these factors, seek to continuously measure and iterate.
For example, SEO and social media algorithms change. Follow trends closely so you can iterate based on the principle of findability.
Following these principles, you can influence your work directly, contributing to long-term results.
Watch this video for the full story:
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