From the course: Content Marketing: ROI

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Adjusting campaign variables

Adjusting campaign variables

From the course: Content Marketing: ROI

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Adjusting campaign variables

- [Instructor] You can't set it and forget it with content. Content marketing is an ever evolving process and you'll probably need to adjust variables through out the campaign to optimize its performance. You can decide which campaign variables to address based on three things. First adjust what appears to not be working. As you use your analytic tools to track your content, you may notice for example on your website, that there are hardly any views on your blog page, but other pages see high traffic. Your priority here would be to address the page that's not getting many views to figure out what the issue might be. Next, change things that could be better. In some cases, the content may be performing okay, but it's underperforming based on benchmarks or goals. Let's say your emails have open or click through rates below what you anticipated or your social media content isn't getting as much engagement as you projected.…

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