Measuring what matters in content marketing

It is easy to collect more numbers than anyone can use. For most small businesses a short list is enough, such as how many people found the site through search, which pages they read, and how many of them went on to make an enquiry.

Numbers mean more when they are compared over the same period each time. Looking at one month against the same month a year earlier removes most of the seasonal noise that makes week to week figures so hard to interpret.

A measurement is only worth keeping if it can change a decision. If a figure would not alter what gets written or published next, it can safely be dropped from the monthly report.