Courtship and Content Marketing: How to Measure Your Success

Marketing is simply another form of courtship. As marketers, we court our prospects with the hopes of winning them over with our charm and beginning a lasting, mutually profitable relationship. You see, in this analogy, we’re not dealing with a one-sided, dysfunctional romance, but a win-win situation for both parties.

Continuing the analogy, traditional marketers and content marketers represent two kinds of wooers: the short-game players and the long-game players. Each type of marketer must track their success in different ways, but before we get into that, let’s explore the distinction between the two.

Traditional Marketers: Masters of the Short-Game

These are the more aggressive go-getters. They put their offer on the table in a take-it-or-leave-it type approach, often with a narrowing window of opportunity. Their pickup line is to the point and leaves little room for “maybes,” usually eliciting an immediate “yes” or “no.”

Yeses in traditional marketing come from people who have been adequately prepared to take the leap and become a lead, whether by happy circumstance or deliberate prior conditioning through content marketing.

How to Measure Traditional Marketing Success

Tracking your success with traditional marketing is a simple matter of counting up the yeses, or leads. How many people filled out your contact form? How many calls did you receive off of the new landing page? How many clicks did you get off your PPC campaign?

Content Marketers: Pros of the Long-Game

Content marketers play a game of patience, opting for the trust-building technique, which takes more time but creates more payoff. Not only may your efforts end in a lead or sale, but your prospect will learn to trust you as an authority, confidante, and/or friend in the process.

The relationship a content marketer is trying to build is noncommittal, even passive. You want to build something long-term and loyal, but you’re not making demands or asking for anything right out of the gate. That’s the traditional marketing approach. Your priority is to disseminate useful information and media for their consumption and education. You also want to learn about your prospects through fruitful interactions via blog comments, webinars, surveys, and more.

Just like an attentive date, you understand that a healthy long-term relationship is built off of solid two-way communication and benefit.

How to Measure Content Marketing Success

It’s tempting to only track clicks, downloads, and views as your measurement of success in content marketing, but the real measurement of success will come outside of individual pieces of content or media.

What you really want to know is how well your content is motivating your prospects to take action. This can be accomplished by tracking prospects versus content. It will involve asking targeted questions of your prospects and sales team. You’ll need to find a way to track what your prospects are consuming and where they go after that, and what they do.

For example, if a particular prospect has downloaded a whitepaper on cloud computing for big business, and has visited your cloud computing product page a number of times, sales can be informed on how to approach that particular prospect and what content they may be interested in viewing next.

By tracking your prospects’ progress through the courtship process and learning all you can about them, you can take away actionable insights that will allow you to prove your success and recognize areas for improvement.

How do you track the success of your content marketing efforts?


Balik, Rachel. “To Successfully Measure B2B Content Marketing, Get In the Friend Zone.” (July 29, 2014.)

Why Switch to a WordPress Website

If you’re like the majority of website owners, your greatest hang-ups emerge when it’s time to make any type of update to your site. A section of content on your home page becomes outdated, and suddenly you find yourself at the mercy of your web designer or developer for something as simple as changing a few dates in some text, or swapping out a photo for another.

Not being able to manage the content on your own site is a huge stressor, time-drain, and expense for far too many site owners. Why? Well your options are pretty sparse:

  1. Learn HTML, FTP, and any number of other complicated protocols.
    You’ve entered your line of work for a specific reason: it’s what you wanted to do! Putting up a website is a necessary evil in achieving your actual dream. You don’t have the time or interest in becoming a web designer just so you can do business online.
  2. Hire someone who has gone to school for this stuff. Pay the big bucks for quality!
    It’s all too tempting to be lured into a contract with a web design/development company who promises you the world for just a few hundred dollars, but the fact is when it comes to web design, you will get what you pay for. A high functioning and performing website will cost you upwards of $1000.
  3. Switch to a dynamic, user-friendly platform.
    The learning curve is minimal. The platform is free. Making website updates becomes a matter of a few clicks.

The Fantastic Perks of Switching to WordPress

WordPress is a free content management system that is used worldwide by millions of site owners (it supports more than 60 million websites!), more than any other CMS or similar product. Why are people making the switch to WordPress from their static HTML sites?

  1. Easy peasy updates! WordPress isn’t just for bloggers. It allows you to make updates to content on your standard website pages as well. It’s an uncomplicated way to keep your site info updated and ready for consumption by all your potential customers.
  2. Increased flexibility! With access to hundreds of free and paid plugins and themes, you can customize the look and functionality of your site with ridiculous ease.
  3. Better SEO functions. As opposed to other CMSs, WordPress is predesigned to help you with your search engine optimization strategy. It’s already well positioned to draw in Google traffic.
  4. Easy one-to-one conversions. If you have an existing static site that you need switched over the WordPress, it’s only a matter of a few days and a couple hundred dollars to do it. Often this is a one-to-one conversion, where the WordPress version copies the original in look and functionality as closely as possible.
  5. Ease of programming. If you are making a fresh site from scratch, hiring a designer who is familiar with WordPress will be simple and (depending on the scope of your site) cost-effective, because of WordPress’s popularity.
  6. Awesome integration abilities! WordPress isn’t just the most popular choice for millions of website owners; it’s the number one option for third party software as well, such as email clients that have special features that integrate with WordPress.
  7. Affordability! Your expenses with WordPress are optional. Depending on the themes and plugins you choose, you’ll only be paying for hosting services and domain registration.
  8. Support and resources. There are countless resources out there that offer WordPress support and help, including tutorials and forums, whenever the need arises. It has an excellent community that proves to be an invaluable asset as a WordPress site owner.

The Only Reason Not to Make the Switch

You are utterly and completely happy with your website’s look, functionality, and the ease with which you can make even the simplest of updates. Oh yeah? Lucky you! If that’s the case, I wouldn’t recommend switching to WordPress. However, if you’re only kidding yourself, maybe now’s the time to admit it and jump on board.

What’s your biggest pet peeve about your site?


Padovani, Stephanie. “7 Reasons You Should Switch to WordPress.” (September 5, 2014.)