{"id":237269,"date":"2026-05-21T08:36:53","date_gmt":"2026-05-21T13:36:53","guid":{"rendered":"https:\/\/www.ama.org\/?post_type=ama_event&#038;p=237269"},"modified":"2026-05-21T08:51:17","modified_gmt":"2026-05-21T13:51:17","slug":"measure-what-matters-in-content-marketing","status":"publish","type":"ama_event","link":"https:\/\/www.ama.org\/events\/virtual-training\/measure-what-matters-in-content-marketing\/","title":{"rendered":"Measure What Matters in Content Marketing"},"content":{"rendered":"\n<div class=\"wp-block-ama-product-restriction\">\n\t<\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<p class=\"wp-block-paragraph\">Good content measurement doesn&#8217;t start with a dashboard. It starts with a clear agreement on what you&#8217;re actually trying to learn and who on your team is responsible for acting on it.<br><br>This workshop helps you build exactly that. You&#8217;ll work through how to identify the metrics that reflect your real content goals, how to extract insights that make your segmentation sharper and your personalization more relevant, and how to draw a straight line from your content program to your lead generation and nurture results.<br><br>The problems this session is designed to solve are ones you&#8217;ve probably already felt:<br>> Reporting that shows activity but doesn&#8217;t inform decisions<br>> Segmentation that&#8217;s based on gut feel because the right data isn&#8217;t accessible<br>> Content, demand gen, and nurture teams that operate in silos and measure success differently<br><br>Come to the session with your real challenges and questions to address.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>September 22, 2026 | 10:00 a.m. &#8211; Noon CT<\/em><\/strong><\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group has-blue-900-color has-beige-100-background-color has-text-color has-background has-link-color wp-elements-fed313c1405e1d431df7ee4883084da4\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-ama-product-purchase\">\n\t<form\n\t\tclass=\"product-purchase__form\"\n\t\taction=\"https:\/\/www.ama.org\/cart\/\"\n\t\tmethod=\"get\"\n\t>\n\t\t\n\t\t\t\t<div class=\"product-purchase__heading-wrapper\">\n\t\t\t<h2 class=\"product-purchase__heading\">\n\t\t\t\t\t\t\t\t\tSelect your quantity below to register\t\t\t\t\t\t\t<\/h2>\n\n\t\t\t\t\t<\/div>\n\t\t\n\t\t\n\t\t\t<div class=\"product-purchase__product\">\n\t\t\t\t<div class=\"product-purchase__summary\">\n\t\t\t\t\t\t\t\t\t\t<p class=\"product-purchase__title\">\n\t\t\t\t\t\tMeasure What Matters in Content Marketing (Sept 2026)\t\t\t\t\t<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t<div class=\"product-purchase__price-table\">\n\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"product-purchase__regular-price\">\n\t\t\t\t\t\t\t<span class=\"product-purchase__label\">\n\t\t\t\t\t\t\t\tNon-Member\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t<p class=\"product-purchase__regular-price__current-price\">\n\t\t\t\t\t\t\t\t<span class=\"woocommerce-Price-amount amount\"><span class=\"woocommerce-Price-currencySymbol\">&#036;<\/span>275.00<\/span>\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"product-purchase__regular-price\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"product-purchase__label\">\n\t\t\t\t\t\t\t\t\t\t\tMember\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<p class=\"product-purchase__regular-price__current-price\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"woocommerce-Price-amount amount\"><span class=\"woocommerce-Price-currencySymbol\">&#036;<\/span>150.00<\/span>\t\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"product-purchase__quantity\">\n\t\t\t\t\t\t\t\t<span class=\"product-purchase__label\">\n\t\t\t\t\t\t\t\t\tQty\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<div class=\"product-purchase__input\">\n\t\t\t\t\t\t\t\t\t<button\n\t\t\t\t\t\t\t\t\t\ttype=\"button\"\n\t\t\t\t\t\t\t\t\t\tclass=\"product-purchase__quantity__minus\"\n\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t&#8211;\n\t\t\t\t\t\t\t\t\t<\/button>\n\n\t\t\t\t\t\t\t\t\t<input\n\t\t\t\t\t\t\t\t\t\ttype=\"number\"\n\t\t\t\t\t\t\t\t\t\tname=\"quantity[237274]\"\n\t\t\t\t\t\t\t\t\t\tvalue=\"1\"\n\t\t\t\t\t\t\t\t\t\tmin=\"0\"\n\t\t\t\t\t\t\t\t\t\tclass=\"product-purchase__quantity__input\"\n\t\t\t\t\t\t\t\t\t\/>\n\t\t\t\t\t\t\t\t\t<button\n\t\t\t\t\t\t\t\t\t\ttype=\"button\"\n\t\t\t\t\t\t\t\t\t\tclass=\"product-purchase__quantity__plus\"\n\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t+\n\t\t\t\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\n\t\t\t\t\t<input type=\"hidden\" name=\"force-ticket-creation\" value=\"1\" \/>\n\t\t\n\t\t<input type=\"hidden\" name=\"add-to-cart\" value=\"\"\/>\n\t\t<input type=\"hidden\" name=\"redirect\" value=\"checkout\" \/>\n\n\t\t\t\t<input type=\"submit\" value=\"register now\" class=\"product-purchase__button\">\n\t\t\t<\/form>\n<\/div>\n\n\n\n<p class=\"has-text-align-center has-blue-900-color has-text-color has-link-color wp-elements-fc30c210427a899b6a6dd089c7471169 wp-block-paragraph\"><br><em><strong>Purchase 3 or more tickets for your group or team and save 10%.<br><\/strong><em>All non-member registrations will include details to redeem a FREE 1 YR AMA Academic or Professional Membership ($199 value).<\/em><\/em><\/p>\n<\/div><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 id=\"key-takeaways\" class=\"wp-block-heading\">Who Should Attend?<\/h2>\n\n\n\n<ul class=\"wp-block-list list-block has-medium-font-size\">\n<li>Content marketing managers, directors, and practitioners who develop and refine content, build strategy, and are directly accountable for content performance.<\/li>\n\n\n\n<li>Senior or lead-level professionals overseeing broader marcomm or digital programs and need to align teams around shared metrics.<\/li>\n\n\n\n<li>Performance and growth marketers who care most about the connection between content and pipeline.<\/li>\n\n\n\n<li>Planners and strategists who work across functions, often responsible for audience segmentation and personalization strategy.<\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 id=\"key-takeaways\" class=\"wp-block-heading\">Key Takeaways<\/h2>\n\n\n\n<ul class=\"wp-block-list list-block has-medium-font-size\">\n<li>How to define measurement ownership across marketing, product, and analytics teams so everyone knows what they&#8217;re responsible for and why <\/li>\n\n\n\n<li>How to build a measurement approach that informs real content decisions, not just end-of-month reporting <\/li>\n\n\n\n<li>How to identify the segmentation and personalization insights hiding in your existing data <\/li>\n\n\n\n<li>How to bring your toughest measurement questions to the room and leave with answers you can use<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image size-large\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"350\" height=\"350\" src=\"https:\/\/www.ama.org\/wp-content\/uploads\/2023\/06\/AMA-PCM-2-CEU-Badge.png?w=350&#038;resize=350%2C350\" alt=\"\" class=\"wp-image-125746\" srcset=\"https:\/\/www.ama.org\/wp-content\/uploads\/2023\/06\/AMA-PCM-2-CEU-Badge.png?w=350 350w, https:\/\/www.ama.org\/wp-content\/uploads\/2023\/06\/AMA-PCM-2-CEU-Badge.png?w=150 150w, https:\/\/www.ama.org\/wp-content\/uploads\/2023\/06\/AMA-PCM-2-CEU-Badge.png?w=300 300w, https:\/\/www.ama.org\/wp-content\/uploads\/2023\/06\/AMA-PCM-2-CEU-Badge.png?w=220 220w, https:\/\/www.ama.org\/wp-content\/uploads\/2023\/06\/AMA-PCM-2-CEU-Badge.png?w=100 100w\" sizes=\"auto, (max-width: 350px) 100vw, 350px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<p class=\"wp-block-paragraph\">Are you an <a href=\"https:\/\/www.ama.org\/certifications\/\" target=\"_blank\" rel=\"noreferrer noopener\">AMA Professional Certified Marketer\u00ae\ufe0f<\/a>? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM\u00ae\ufe0f certification.<\/p>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\t<div class=\"roleblock\" style=\"\">\n\t\n<div class=\"wp-block-ama-roleblock\"><p><\/p>\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile is-style-default\"><figure class=\"wp-block-media-text__media\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"620\" height=\"466\" src=\"https:\/\/www.ama.org\/wp-content\/uploads\/2023\/05\/AMA-Membership_620x466_v2.png?resize=620%2C466\" alt=\"\" class=\"wp-image-124435 size-full\" srcset=\"https:\/\/www.ama.org\/wp-content\/uploads\/2023\/05\/AMA-Membership_620x466_v2.png?w=620 620w, https:\/\/www.ama.org\/wp-content\/uploads\/2023\/05\/AMA-Membership_620x466_v2.png?w=300 300w, https:\/\/www.ama.org\/wp-content\/uploads\/2023\/05\/AMA-Membership_620x466_v2.png?w=316 316w, https:\/\/www.ama.org\/wp-content\/uploads\/2023\/05\/AMA-Membership_620x466_v2.png?w=486 486w, https:\/\/www.ama.org\/wp-content\/uploads\/2023\/05\/AMA-Membership_620x466_v2.png?w=284 284w, https:\/\/www.ama.org\/wp-content\/uploads\/2023\/05\/AMA-Membership_620x466_v2.png?w=600 600w\" sizes=\"auto, (max-width: 620px) 100vw, 620px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<h2 class=\"wp-block-heading\" id=\"h-ama-members-get-best-pricing\">AMA Members Get the Best Pricing<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-tertiary\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.ama.org\/ama-member-benefits\/\" target=\"_blank\" rel=\"noreferrer noopener\">Join &amp; SAVE<\/a><\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\t<\/div>\n\t<\/div><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\" style=\"grid-template-columns:35% auto\"><figure class=\"wp-block-media-text__media\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"620\" height=\"466\" src=\"https:\/\/www.ama.org\/wp-content\/uploads\/2023\/05\/AMA-Web-Cards-7.png?resize=620%2C466\" alt=\"\" class=\"wp-image-204546 size-full\" srcset=\"https:\/\/www.ama.org\/wp-content\/uploads\/2023\/05\/AMA-Web-Cards-7.png?w=620 620w, https:\/\/www.ama.org\/wp-content\/uploads\/2023\/05\/AMA-Web-Cards-7.png?w=300 300w, https:\/\/www.ama.org\/wp-content\/uploads\/2023\/05\/AMA-Web-Cards-7.png?w=316 316w, https:\/\/www.ama.org\/wp-content\/uploads\/2023\/05\/AMA-Web-Cards-7.png?w=486 486w, https:\/\/www.ama.org\/wp-content\/uploads\/2023\/05\/AMA-Web-Cards-7.png?w=284 284w, https:\/\/www.ama.org\/wp-content\/uploads\/2023\/05\/AMA-Web-Cards-7.png?w=600 600w\" sizes=\"auto, (max-width: 620px) 100vw, 620px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<h2 class=\"wp-block-heading\" id=\"h-training-backed-by-research\">Training Backed By Research<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">AMA training is unique because of its data-backed approach. The AMA Competency Model Framework identifies the most impactful skills marketers need to advance their careers. It\u2019s based on our research with more than 1,000 marketing professionals and academic leaders.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-tertiary\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.ama.org\/ama-marketing-competency-model\/\" target=\"_blank\" rel=\"noreferrer noopener\">Learn More<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<h4 id=\"ama-event-policies-and-faqs\" class=\"wp-block-heading\"><a href=\"https:\/\/myama.my.site.com\/s\/article\/AMA-Event-Policies\">AMA Event Policies<\/a><\/h4>\n<\/p>","protected":false},"excerpt":{"rendered":"<p>Good content measurement doesn&#8217;t start with a dashboard. It starts with a clear agreement on what you&#8217;re actually trying to learn and who on your team is responsible for acting on it. This workshop helps you build exactly that. You&#8217;ll work through how to identify the metrics that reflect your real content goals, how to [&hellip;]<\/p>\n","protected":false},"author":168509,"featured_media":237271,"template":"","ama_format_tax":[165211],"ama_cohort":[],"ama_competency_model_tax":[167246],"ama_event_type":[73263],"ama_topic_tax":[167175,30,89,166629,167173],"ama_cost_tax":[],"ama_delivery_tax":[],"coauthors":[164987],"class_list":["post-237269","ama_event","type-ama_event","status-publish","has-post-thumbnail","hentry","ama_format_tax-live-online-learning","ama_competency_model_tax-content-branding","ama_event_type-virtual-training","ama_topic_tax-content-and-branding","ama_topic_tax-content-marketing","ama_topic_tax-data-and-analytics","ama_topic_tax-digital-content","ama_topic_tax-proving-roi"],"featured_media_url":"https:\/\/www.ama.org\/wp-content\/uploads\/2026\/05\/Content-ROI_Web-Hero-Blank_1360x550.png?fit=1360%2C550","primary_term":[],"post_format":{"slug":"training","label":"Virtual Training"},"event_date":"September 22, 2026 10:00 AM - 12:00 PM","event_location":"Get clear guidance on what to measure, who should own it, and how to turn your content data into decisions that improve segmentation, personalization, and pipeline results. (Online | 2 Hours)","acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Measure What Matters in Content Marketing<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ama.org\/events\/virtual-training\/measure-what-matters-in-content-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Measure What Matters in Content Marketing\" \/>\n<meta property=\"og:description\" content=\"ACCESS YOUR TRAININGTopic: Content MeasurementTime: Sep 22, 2026 10:00 AM Central Time (US and Canada)Join Zoom\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ama.org\/events\/virtual-training\/measure-what-matters-in-content-marketing\/\" \/>\n<meta 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