9.Measurement and Metrics
About the Class
Creating a measurement strategy is a design exercise. Marketers much create a tiered plan that aligns goals and objectives with the agreed upon success metrics that will define our progress toward meeting those goals and objectives. We will develop a measurement pyramid and the associated key results that make measurement make sense.
- Module: The Importance Of A Measurement Strategy
Demystifies why measurement often fails in content marketing. Frames it as a matter of human agreement—not just data—and lays the foundation for strategic evaluation. - Module: The Strategic Approach to Measurement
Introduces the Five Cs model of content value (Contribution, Competency, Campaign, Customer, Cash) and shows how to align measurement to business objectives. - The Measurement Pyramids
Teaches how to structure Objectives, Key Results, KPIs, and Analytics into a measurement pyramid. Helps content teams define and defend success in a business context.
About the Instructor
Robert Rose
Chief Content Advisor, Content Marketing Institute
Robert Rose is the chief troublemaker at Seventh Bear, where he helps marketing teams break free from stale routines, rediscover their creativity, and make an impact that actually matters. He’s been called a strategist, an innovator, and—by at least one former boss—“a dangerous amount of fun.”
Since 2010, Robert has served as the Chief Strategy Advisor at the Content Marketing Institute, where he helped shape it into the world’s leading content marketing education and training organization. Over the past decade, he’s worked with more than 500 teams — from Salesforce and SAP to Roche, Capital Group, and Adidas — helping them balance the art and science of modern marketing.
He’s the author of several books on marketing and creativity, including his latest, Valuable Friction: How to Deliberately Stand Out in a World Obsessed with Speed. And Robert’s master class is the American Marketing Associations’ certification course for Content Marketing Strategy.
You can connect with Robert on LinkedIn or follow him on Threads @RobertRose