These days, the chatter is all about “big data,” “data,” “metrics,” and other buzzwords, which can sound like a lot of fancy talk about things you can’t be bothered with (Spoiler alert: in general, it’s not).

While I’m not going to get into a big discussion about data and all the ways you can use it, I AM going to talk about two practical things you can use today in order to support and improve your content marketing efforts. I go back again and again to the Content Marketing Institute (because, not surprisingly, they have great content about content!), and read this excellent piece on “How to Find the Best Pieces of Content in Your Industry,” by Kristi Hines.

I highly recommend that you read her piece, and we’ll talk more in depth about what she says, and how it applies in the legal industry in another post. But before we look at other people’s content, we should start with our own.

Someone mentioned last week that measuring your content and then using what you’ve learned about your content from those measurements is really “Content Marketing 2.0.” I had thought it was just good common sense, but it made me realize that it’s something we need to be looking at in more depth here at Zen if it really is being considered the next phase in content marketing.
Continue Reading “Metrics” is Not a Dirty Word When it Comes to Content Marketing