In the past, marketers looked at simple numbers to measure content marketing. Metrics such as page views, clickthrough rate, likes and shares provide a view of how an online audience is engaging with content, but these have proven to be shortsighted. Each of these metrics tells only one part of a content marketing story. And in some cases, they can convey this one part in a number of different ways depending on the interpretation. This can lead to misguided insights, a false perception of successes or failures, and faulty recommendations for future campaigns. Read the rest at Visual.ly.