Seth Godin would argue that content marketing is the “only marketing left.” Michael Brenner said, “It is the hottest trend in marketing because it is the biggest gap between what buyers want and brands produce.”
What’s more, over the years, the practice has more than proven its value. Don’t believe me? According to Demand Metric: “Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads.”
So why might CMOs still undervalue the potential impact of content efforts?
If your team isn’t tying content production to bottom-line outcomes, then leadership likely isn’t making the connection either. The best content programs are performance-driven; they connect tactics to organizational end goals.
But, to develop a truly performance-driven content approach, your team must first understand what metrics will matter to your top executives.... More