I'm not sure the debate about measuring content marketing ROI will ever end. But, you gotta do it somehow. Because, if you just push out as much content as possible without knowing what it does for you, what's the sense in that? How do you know how much to spend on content marketing? Do [...]
Did you know just 32% of B2B content marketers have a documented strategy? Doesn't it sound strange that something like this would happen so frequently in business, of all places? That data comes from Content Marketing Institute's 2016 Benchmarks, Budgets, and Trends report. It may explain why only 30% of B2B companies rate themselves as [...]
You've heard about "vanity metrics," haven't you? For example, the number of social media followers you have. But followers don't do you any good if they don't convert into leads. What really matters is if those social media followers are part of your target market. With content and engagement, you have the same issue. [...]
