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Schedule Viewer 2022

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From vanity metrics to revenue: The future of measuring content’s impact on the business

Louisa Smythe  (Director of Marketing Operations, VidMob)

Ancy Dow  (Sr. Product Marketing Manager, Airtable)

Date: Thursday, September 15

Time: 2:20 pm - 2:50 pm

Track : Content Planning/Operations

Session Type: Session

Audience Level: All

Vault Recording: TBD

Audience Level: All

As Marketing is increasingly accountable for revenue outcomes, it’s never been more crucial to connect the dots between personas, accounts, solutions, assets, and results across channels – as that’s at the heart of proving impact. More and more, teams are challenged to go beyond measuring content vanity metrics (e.g. impressions, downloads) and instead report on true strategic outcomes (e.g. opportunities within key buying groups, revenue). Despite the amount of data and tools at our fingertips, the volume of data actually clouds insights and prevents teams from working smarter, not harder. By mitigating data silos across your Marketing organization, teams can reduce internal conflict and start proving content ROI.

In this session, we’ll cover practical tips for defining and rolling out a content engagement system of record across your Marketing team to facilitate efficient planning, delivery, and measurement of amazing content experiences at scale.


  • How content measurement has changed and why effective, connected measurement is becoming increasingly critical
  • Common challenges and stages of content measurement maturity across organizations
  • Stories and practical tips for defining and rolling out a content engagement system of record across your Marketing team