Content Measurement: A Step-By-Step Guide

September 21st, 2023

With contributors:

Dave Frankland , Pippin Evarts , Drew Zalucky

Summary

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. In fact, Forrester’s 2022 State Of B2B Content Survey shows that only 10% of marketers felt that their organization was advanced in content performance and operations and only 16% felt advanced in content planning. In this report, we apply the three phases of the Forrester Aligned Measurement Process Model to provide a step-by-step process that content leaders can use to implement content measurement.

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