Q3 How to take into account secondary / indirect results of content marketing (things like brand awareness and loyalty)? #vcbuzz
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#vcbuzz A3: Carefully, by agreement, and knowing it won't be perfect. You can get signs, but never absolutes, guesstimates, but hopefully informed guesstimates. Increased brand search, increased homepage visits are signals.
#vcbuzz A3 Addendum: Beware though that Brand Awareness is one of those 2 dimensional signals. If a billion users think you suck, that's high brand awareness, but your business is dead.
