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Abstract

A large number of business organisations are increasingly going digital with their marketing efforts. Creating and posting relevant content is the key to this digital marketing strategy. However, no strategy is complete without its success being measured. Without performance metrics, it is not possible to know which content is working, which not, amplify the strengths, overcome the weaknesses and to justify the time and money invested in content marketing. This paper describes the benefits derived by pursuing a strategy of digital content marketing, lists key indicators which can work as performance metrics to assess the success of digital content marketing efforts and suggests suitability of different metrics for different marketing goals.


Keywords: Metrics, Content Marketing, Digital, Social Media Marketing

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