A digital world is an overwhelming blessing for marketers. You can follow almost every interaction your clients and prospects have. But how do you use all those analytics to make smarter content choices? Here are 17 options.

The business value of content marketing cannot be measured by standard content metrics (views, time on page, shares, etc.) Value lies in the behavior change of the audience affected by the content. How can you measure real value?

One-dimensional views of a story’s effectiveness don’t cut it at Aon. Evaluating the impact of its brand journalism platform led its senior director of content to customize a scorecard. She’s a Content Marketer of the Year finalist.

If you want to be taken seriously as a content marketer, stop acting like a member of the PR team. If you want to show that content marketing is a distinct contributor to business results, stop using only PR metrics. Do this instead.

Want to know how to predict your followers’ behavior? Wonder how modeling techniques can describe your social media audience’s activity? Learn the three basic models and a powerful tool for each to execute your analysis.

If your marketing team is not working with a data scientist or at least thinking like one, you’re missing the ability to say “I know” instead of “I think.” The distinction matters to data-driven organizations – and budget approval.

Think of a piece of content your team published recently. On a scale of 0 to 100, how would you rate it? And how would your rating help your company? Consider the method that Red Hat devised for scoring content performance.

Invest in creating a social media strategy tailored to your content goals. And that begins with establishing the right social media KPIs. To help get started, read what the author of Going Social and Getting to Like has to say.

The bad news: If you fail to make an analytics-friendly website design, you won’t get the best analytics insight. The good news: It’s easy to make analytics-friendly design decisions. Here are five tips on how to do it.

If you’re not actively measuring your KPI, you’re missing opportunities to improve your business’s bottom line. Carefully selected KPIs also can be a useful reporting metric for marketers wanting to strengthen support for their work.

If you want to measure the impact of your content marketing on brand awareness, first think about the type of content. Next, think about the most helpful metrics and tools – start with these four measurement areas

To justify an investment in content marketing, executive stakeholders expect quantifiable proof of the valuable returns the business receives from its content marketing investment. To provide that proof, marketers need organization-wide alignment on which content goals and objectives to prioritize and...