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The growing importance of content analytics

Content is the main currency for marketers, no matter what their industry, but the overabundance of content available to consumers has left many marketers with the question: How do I analyze the performance of my content?

The question is valid and pressing whether we’re talking about content aimed at producing an outcome like a conversion or form completion, or content which is part of customer service interaction, and whether the content is written or visual.

For Greg Bennett, Conversational Design Principal at Salesforce, content analysis starts with identifying channels that are receiving the most response.

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