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growth of your direct domain traffic is one way to measure brand awareness as these visitors have likely heard of your brand from somewhere or someone else. Another tactic for understanding your brand awareness is to search your company name on Google under the News tab to see the mentions your brand is getting from other sites across the web. Ultimately, brand awareness can be thought of as something similar to a feedback loop: your content market- ing efforts will expand the reach of your brand through your content, and subsequently increase brand aware- ness. In the same light, increased brand awareness will expand your content marketing audience and increase the reach of your content marketing efforts. All the while, you're filling the top of your funnel and capturing targeted leads that will posi- tively impact your bottom line. 10 you obtain. If you're just starting out on your content marketing journey, your CAC will initially be high -- but don't be discouraged. As previously mentioned, content marketing is a long-term strategy and the payoffs might take several months and years to realize. Effective content marketing is a proven tactic and companies like HubSpot report that archived content comprises 70% of their leads. Hold tight and you'll see your CAC improv- ing with time. Brand Awareness Brand awareness is a difficult metric to measure but at the core of your content marketing and curation efforts, you're building brand equity and positioning your company as a subject matter expert. Tracking the 15 Behind the Scenes of Content Marketing

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