They measure, measure, and measure again

Only 7% of survey respondents are not measuring the success of their content at all. - Contently

Good content strategy is an important element of guiding strangers to becoming customers, but it doesn't work on autopilot. Like all strategies, execution is not enough - good measurement is what helps to turn action into reaction.

Traditionally, content marketers are more right-brained creative types. In the ultramodern era, they are tapping more and more into the left-brain hemisphere to make their creative content more scientific and systematic. Wonderful and engaging content has little value if it is not implemented strategically and monitored for effectiveness.

Today's content strategists are blending analytical thinking with their creativity by delving into the results of their content strategy. How many people were reached? How many engaged in some way? How many moved forward a notch in the buyer's journey? Having this intelligence helps to optimize content into a powerful selling tool.

Content curators are becoming much more adept at using tools like Google Analytics along with social media and email measurement tools to constantly ensure that their content is converting real value.

It is easy to get off track, but outlining a strategy and reviewing it on a regular basis helps to guide efforts in the right direction. Regular review will also tell you how well your plans are working and let you know when and where you need to make some adjustments to remain agile.

Comment below and tell us how your approach to content marketing has evolved over the life cycle of your business.