Content marketing has exploded in the last couple of years. The platforms to create new content, curate existing content, and publish all of it to the right channels have grown and matured. However, in spite of the exponentially higher volume of content that is being churned out by businesses today, the fact remains that the majority of these activities still cannot be directly tied to company bottom lines.
Accountability and revenue attribution are the twin gaping holes in this mega-bucket of content that most businesses are racing to build.
A report by Marketing Score showed that 6 out of the 10 lowest ranked marketing tools from an accountability perspective happened to be key elements of content marketing…
