Joe Pulizzi and Keith Wiegold of Junta42 have created a whitepaper that is breakthrough thought leadership. They tackle the tough topic of:
“What is engagement? What does it really mean in marketing? How should we measure it? What tactics can we employ to help enhance it?”
I especially like the measurement section. Since I promote a marketing strategy that will get you “leads, traffic, prospects, sales – at the lowest cost/per customer,” you can’t claim that without measuring results.
Many think that social media engagement, Web 2.0, and content marketing to engage the customer is “free.” Just because you didn’t place a media buy and didn’t hire an art director and production staff to create your content, it isn’t free. There is real work involved in first-class engagement, and it costs you time, if not money.
All measurement should include that time (cost per hour?) to see if your engagement is creating results. Keep this in mind when reading their excellent whitepaper.
It’s really great work and it’s free so I encourage you to go to their blog and download the whitepaper now: