Think about why you’re measuring content’s value
A couple of years ago, Ahrefs CMO Tim Soulo shared a tweet thread listing the benefits the company knows it gets from its content marketing. Yet Ahrefs never intertwines return on investment and content marketing. Here’s how he explained why they don’t:
“We won’t track how many leads we get from our articles organically, let alone what is the CPA of running paid traffic to our articles. Measuring those things would be just the tip of the iceberg,” he wrote.
