While every organization my structure their goals differently, a standard for content marketing is traffic: How many people can I draw to the website? What you really should be looking at isn't all traffic, but the amount of new traffic you can drive. Here's how to measure that in Google Analytics. >>
The most important rule of finding a solution: we have to know the problem.
Usually, the numbers tell us the problem. We're not hitting our revenue. Bounce rates are too high. ROI too low. Often, we take these numbers at their face value. We trust numbers to tell us what to do and how to solve the problem. Because numbers can't lie, right?
Wrong. Kind of.
This is part of a series of reflections inspired by my courses at HBX, an online business school cohort powered by Harvard Business School. With Business Analytics, Economics for Managers, and Financial Accounting, I'm learning the fundamentals of business. Find the whole series here.