I put down the assumptions to lay out the possible conversion path:
What content to publish and how frequent:
- written content every Tuesday on the topic of product,
- video content every Thursday on how-to demo,
- video content every Sunday on what is behind the scene
Where to publish and how long:
- in the next 3 months, on the social media company accounts (owned) across platform X/Y/Z with content tailored suitable for each platform,
What to measure:
- achieve page authority in SERP on the keywords of A/B/C/D,
- and X clicks to the business website (homepage or specific landing pages depending on CTA) which will contribute Y% conversion as shown in the “direct/ organic/social/paid?” traffic sources.
Much appreciation for comments on how content marketing works is assigned credits in the attribution modeling.