I’m worried about the future of Content Marketing.
According to the 2016 Content Marketing Benchmark Study, only 30% of surveyed marketers consider their programs effective, down from 38% the year prior. Organizations are spending more of their marketing budgets on content marketing but aren’t proving its value.
While some may claim technical inefficiencies or lack of resources as the cause, I have a different perspective: content marketers are choosing the wrong Key Performance Indicators (KPIs). Often times, marketers get caught up in the latest buzzwords, like content attribution and CRO (conversion rate optimization), and choose unobtainable KPIs that lead teams into measurement paralysis, causing their program to stagnate…
