Tips from Google for revving up—and measuring—your content momentum

Google’s business isn’t limited to search engines. What are the lessons of its major content marketing machine?

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Editor’s note: This story is taken from Ragan Communications’ distance-learning portal Ragan Training. The site contains hundreds of hours of case studies, video presentations and interactive courses.

If you’re looking for ways to combine the insights of data with content creation and marketing, pull up a chair and listen to Karen Budell.

Successful content is about more than pumping out stories, videos, webinars and other information, says Budell, who leads content marketing for the enterprise measurement and analytics product suite at Google.

It requires research, data-crunching, talking to experts and, above all, listening, she says in a Ragan Training session, “Give Content More Momentum—and Measure the Impact.” It is the second of a two-part session, “Master New SEO and Content Trends.” (Read more about the first session here.)

“In short, we’re really looking to figure out how to create the right content for the right person, and get it to them at that right time,” Budell says.

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