Measuring content ROI is a near impossible task. Too often, that statement ends the conversation about proving the value of content marketing. But the difficulty in tying content directly to the bottom line doesn’t mean content marketing isn’t a contributor to a business’ success. The failure to understand that too often leads to the demise … Read more
Updated July 20, 2022 It’s impossible for your content to hit the mark when you don’t focus on your aim. Yet, content marketers do it every day. You track clicks, impressions, and shares, thinking those metrics will indicate if the content asset is on target to meet its goals. But fixing on those metrics causes … Read more
Once upon a time, I had a marketing boss who would ask me about our efforts at brand building: What were the results? What value did they add to the business? My answer was always the same: “good things.” In our 2022 B2B Content Marketing Benchmarks, Budgets, and Trends research, we find 80% of marketers … Read more
