Joe Pulizzi

Joe Pulizzi
Measuring Custom Publications: Challenge Your Clients and ROI Is Possible

I’ve been on hundreds of calls with marketers regarding the creation of a custom print magazine or content-based Web site. In each of those cases, there was always someone in the organization who championed the effort. For whatever real reason (and there were many), this person thought a content marketing initiative was important for the business to consider. At some point on each of these calls we came to measurement. Marketers would frequently ask how we could help them measure a custom magazine. To that, we began to dive into their marketing communications strategy. Frankly, what we learned was never pretty. Rarely, if ever, did the