Content Marketing ROI is probably the biggest question I get from marketers who are struggling to build their own business case internally.
We know our customers are tuning out advertising. And we know that as consumers, we are all consuming more information online. We are looking to get informed and we are looking to be entertained.
And we don’t care where the content comes from. But we aren’t sitting around waiting for it. And we won’t go too far to find it.
But building the business case is often a tricky proposition. We can’t point to the advertising guy and make it all about him. It is also important to remember that everyone inside the business creates content. And creators love their content like a momma loves her baby. And although the content may stink, we can’t call anyone’s baby ugly…
