The marketing team should set objectives and key results (OKRs) for content performance, not focused on publishing a certain amount of content per time period, but on the outcomes produced by the content (for greater detail, see Chapter 8, “Set Key Metrics”). A few examples of outcomes content can produce are: an x% increase in website traffic, y number of social media engagements on a post, or driving z number of qualified leads into an email capture. The content itself, whether it's in the form of social posts, blogs, op‐eds, industry reports, or event presentations, should be closely
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