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9. Basic Thoughts on Controlling

  • 2023
  • OriginalPaper
  • Chapter
Published in:
Author
Thomas Hörner
Published in
Advertising Impact and Controlling in Content Marketing
Publisher
Springer Fachmedien Wiesbaden

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Abstract

This chapter delves into the essentials of controlling in content marketing, emphasizing its role as a strategic tool rather than a mere monitoring function. It clarifies key terms such as indicators, key figures, and key performance indicators, and offers a framework for developing a robust performance measurement system. The chapter also highlights the importance of setting clear target values and using indicators to drive decision-making and improve overall content marketing effectiveness.
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previous chapter Designing Effective Content Marketing Posts
next chapter The Content Marketing Controlling Framework
Title
Basic Thoughts on Controlling
Author
Thomas Hörner
Copyright Year
2023
Book
Advertising Impact and Controlling in Content Marketing

Print ISBN: 978-3-658-40550-2

Electronic ISBN: 978-3-658-40551-9

Copyright Year: 2023

DOI
https://doi.org/10.1007/978-3-658-40551-9_9
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