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If you want to take your marketing campaigns to the next level, you've got to test them. How do you do that? With A/B testing. It's sometimes called split testing. What is A/B testing? It's basically comparing two versions of a web page, email or banner to see which one performs better.

You can compare these by showing the two variants, calling them A and B, to similar visitors simultaneously. See which one gives the best conversion rate and then use that one moving forward! It's simple, but also necessary.

Where content marketing is concerned, quantifying and producing metrics that count can prove to be quite the challenge. Businesses sometimes experience a slow return on their marketing investment, which can be both stressful and confusing. Once your content takes hold of its intended audience, however, the benefits will most certainly allay any doubts you may have felt.

When we refer to “metrics”, we are talking about those factors that determine what is deemed valuable to businesses, including high-quality content that presents a strong identity, attracts an audience (who have the potential to become customers), builds trust and loyalty, and establishes influence through consistency. Each of these factors represent some sort of qualitative benefit, but executives are far more interested in the quantifying proof of this value.  Thus, you need to track metrics, and you need to be able to interpret them in a way that demonstrates the incredible return.