I’ve written a lot so far in my life. And I’m going to write a lot more. Some of it I love. Some of it is meh. Some of it (hopefully only some) is god awful.

But does it matter how I feel about it?

Not really. The question for your marketing department is not whether you’re creating great art, but whether or not you’re being successful. When you as a marketing director are working with writers and designers and videographers, you’re dealing with artists – and sometimes those artists get wrapped in creating something beautiful at the expense of everything else. This isn’t necessarily a bad impulse – you want people on the team that are driven.

What it means is that it’s on you as the manager, director or CMO to make sure that you find the right line between art and science, and pay attention to how the content that gets created performs. The art may be fabulous, but it’s the science that will determine your success.

So don’t get wrapped up in the high fives you get from colleagues and friends. Don’t focus too much on winning awards. Don’t fall in love with the content just for the content’s sake, no matter how beautiful or well written or cutting edge it may be.

Instead, focus on the numbers and what they mean.

Before you launch your initiative, you need to determine your objective. It could be brand awareness, it could be lead generation, it could be to increase engagement with your customers. But it needs to be more than “we want to blog once a week” – that’s the type of objective that could get you laughed out of your job.

What you need to do is set objectives that will help you determine an ROI that aligns with the goals of your organization. Think of it this way: when you’re trying to convince your company’s CEO that content marketing is necessary, what will he or she care most about it accomplishing?

From there, it’s a matter of paying attention to the metrics, tracking your progress, and adjusting as needed. The key is the willingness to adjust when the numbers dictate that you should.

And you’ll never be able to do that if you’ve fallen in love with your own work.