CC 042: Content Marketing Measurement: Reporting The Metrics That Matter With Rand Fishkin

Content marketing measurement

It was an honour to host Rand Fishkin on the show

Welcome to show 42 of the Content Champion podcast. In this episode, it’s my honour to be speaking with ‘the’ Rand Fishkin of Moz.com and Inbound.org fame – about how to measure the success of our content marketing campaigns. Trust me, this is one show you don’t want to miss…

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It’s hard to know where to start with the superlatives when it comes to Rand Fishkin. We all know he’s a highly successful Internet entrepreneur, blogger, author, podcaster and speaker – and a master of all things content, search and social.

But for me he’s also one of the first people I started to follow online – over ten years ago infact when I was a newbie copywriter.

Back then I read just a few blogs, including SEOMoz as it was then and Copyblogger too – so to host Rand on the show is a bit like inviting royalty round for tea (and then actually having them turn up).

Rand is a really down to earth guy and his expertise in this field is second to none, so I tried to cover as much ground as possible in our half hour chat. The result is a podcast that I know you’ll gain a great deal of value from.

During the course of the show we covered the following fascinating topics:

  • How Rand got started online and the history behind Moz
  • The reasons why content marketing definitely does work and can be measured
  • Problems with the ‘content-click-conversion’ model and what we should be measuring instead
  • How to attribute a value to the various content touchpoints on the way to a conversion
  • The importance of building online trust and authority at the various stages of your funnel
  • Why you can’t measure what you don’t have: Rand’s top traffic tactics
  • How to get buy in from the C-Suite so you can report the metrics that matter
  • Which analytics tools to use in measuring our success
  • How to connect with Rand on his blog and social media

Plus! The PS Question! Rand gives us a great resource to help us get started with content marketing measurement right after the show!

Rand Fishkin

Rand Fishkin sporting an excellent beard

Resources mentioned in this show:

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