Want to tap into your employees’ know-how to enhance your content marketing? Columnist Jonathan Blank explains how.
When we invest in content marketing we’re making two equally important and interrelated promises.
First, we’re promising our management team that we’ll garner a measurable return that aligns with one or more specific business objectives. Marketing Land columnist and Altimeter Group analyst Rebecca Lieb lays out the framework for this first promise onmeasuring content ROI.
Second, we’re guaranteeing our target audiences that we’ll provide more timely, relevant and ultimately useful information on their particular jobs or lifestyles than other publishers can provide. To live up to the second promise, we need to tap into our employees’ expertise…
