Measuring Success in Content Marketing

The Guest

Jason Patterson is on a mission to rescue brands from boring, cookie-cutter content. As the founder of Jewel Content Marketing Agency, Jason works with clients of all sizes to make an impact with their content and deliver the right message to the right audiences. With a career spanning content leadership roles at companies like Huawei, he’s seen firsthand what works—and what definitely doesn’t and he’s here to share his insights on making content marketing more impactful.

What Is Content Marketing, Really?

"Content marketing is simply the achievement of strategic goals through content," Jason begins. “However, these efforts are typically hampered because less than half of companies doing content marketing have a documented strategy,” he points out. Instead of a structured, goal-driven approach, many companies mistake a slide deck filled with ideas for a strategy.

A proper content strategy, Jason explains, is akin to breadcrumbs leading a customer through a journey. Many companies create content that makes sense to them—but doesn’t actually matter to their customers. This leads to what Jason calls friendzone content—content that people may consume but never act on because it doesn’t serve a real marketing purpose.

Metrics That Matter in Content Marketing

So, what should businesses focus on? Jason breaks down his simple approach to the funnel:

1. Awareness – Are people discovering your brand?
2. Consideration – Are they engaging with your content and showing interest in your product?
3. Lead Generation – Are they willing to provide contact details and move toward a purchase?

Jason warns against relying too heavily on surface-level metrics like traffic and social engagement in stakeholder reporting. "A good content marketing strategy will measure not just what happens on your brand’s owned channels but also what’s happening elsewhere," he advises. For instance, branded search volume is a strong proxy for awareness, while the number of pages per visit indicates whether prospects are seriously evaluating a business.

The Role of Vanity Metrics

"The term ‘vanity metrics’ invites its own dismissal," Jason argues. "But that doesn’t mean they’re useless." Metrics like web traffic and social media followers may not directly correlate with revenue, but they serve as lagging indicators of brand health.

However, he warns that the numbers included in any dashboard for clients, should not be the only measure of success. "An extremely high engagement rate can indicate that your targeting is too narrow, while too many pages per session might mean users are getting lost on your website."

AI’s Role in Content Marketing

AI is revolutionizing content marketing—but not in the way many expect. Jason sees AI as a catalyst for creativity and efficiency. "AI is great for repurposing content and accelerating creative processes," he says. However, when it comes to big-picture content strategy and nuanced analysis, he believes "AI struggles with incomplete data and filling in gaps the way a skilled human can."

That said, AI-driven heat mapping and performance analysis for mid-funnel content will likely be a game-changer, allowing businesses to optimize landing pages and product descriptions faster than ever.

The Future of Content Marketing: Strategy Over Everything

Jason leaves us with three key takeaways:

1. Content alone is not a competitive advantage anymore. "AI is nullifying the sheer existence of content as a differentiator. What separates winners from losers is how content supports an overall strategy."
2. Authenticity alone won’t make you stand out. "Thought leadership and expertise matter, but you need killer creativity, strong copy, and original ideas to cut through the noise."
3. Metrics need to be holistic. "Don’t rely on a single metric. You need a comprehensive view of progress across various indicators to truly understand what’s working."

Content marketing isn’t just about writing—it’s about structuring a system that guides prospects toward meaningful engagement. "You can have the best content in the world, but if it’s not connected to a strategy, it won’t drive business impact."

The Links

Jewel Content Marketing Agency
Jason on LinkedIn

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