If you search online for “content marketing ROI,” you get close to 10 million results. The majority don’t provide anything particularly useful or actionable for typical marketers trying to justify their content marketing expenses to the CFO. So when I came across David Meerman Scott’s articleon basing content marketing ROI on a Google AdWords equivalency, I was intrigued. I decided to run an analysis across our clients at Brandpoint.
First off, let’s get down our vocabulary. Many tactics make up the concept of content marketing, but we’ll leave that for another article. For the purpose of this analysis, we’re focused on the tactic of developing “on-site” content. Simply put, that means developing great content that lives on your website to attract, educate, and convert your audience. This content most commonly takes the form of a blog…
