Content marketing creates and distributes valuable, relevant, and consistent content that your customers will enjoy and learn from. It reaches potential customers and builds awareness of your current offerings.

How do you know if you’re reaching potential customers and building awareness of your current offers? By setting and analyzing goals.

Content marketing must have clearly outlined and measurable goals in order to produce ROI. ROI is your business's return on investment. Don’t create content for the sake of creating content - that’s a waste of your time and resources.

In simple terms, an A/B test compares two versions of a web page to see which one performs better. (Let’s call them version A and version B.) The tester shows the experiment to users at random. The tester then uses statistical analysis to determine which version performed better. A/B testing can be incredibly helpful when improving your inbound marketing strategy.