It’s safe to say that in 2015, the vast majority of businesses are creating content for marketing (B2C 77%, B2B 86%) 2015 CMI/MarketingProfs.
But to what end?
Content can create impact for a business in many ways, including boosting reputation, increasing revenue, improving operational efficiencies or growing the value of the brand.
Unfortunately, most companies are chasing ROI instead of planning for measuring the full spectrum of value content can deliver for a business.
This is the challenge content strategists and digital marketers are facing in conference and boardrooms all over the world. Business executives are no longer satisfied with metrics around volume and are demanding insight into impact of content marketing investments.