Best Practice Report

Content Measurement: A Step-By-Step Guide

January 1st, 2018


B2B marketers collect and analyze metrics for use in plan development and iteration. While content measurement might be a component in overall marketing measurement, most organizations don’t perform a comprehensive evaluation of content performance and processes. The Forrester Aligned Measurement Process Model guides content leaders through a sequential process for creating and applying content measurement.

B2B organizations collect operational data to build a store of knowledge, but that knowledge isn’t meaningful unless it’s used to produce action. Although some of this data relates to content performance, few organizations can show how content creates value for their business. The Forrester Content Measurement Framework provides a construct for understanding the key principles of content measurement (see Introducing The Content Measurement Framework). In this report, we apply the three phases of the Forrester Aligned Measurement Process (AMP) Model (see The Aligned Measurement Process Model) to provide a step-by-step process that content leaders can use to implement content measurement.

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