Measurement and Attribution in Content Strategy

Chapter 6 of the Content Strategy Best Practice Guide

From setting KPIs and hypothesis-driven content to following governance guidelines, this chapter outlines how to establish an effective measurement process.

By Neil Perkin

4 minute read

Measurement and attribution is a fundamental part of any successful marketing strategy. This chapter outlines:

Key approaches: How to develop a testing culture around content, using hypothesis-driven approaches.
Frameworks: Structured approaches to help marketers align measures to objectives and enable true learning.
Governance: The importance of guidelines for establishing a good process around content.