Unless you’re selling advertising, “traffic” and “eyeballs” are insufficient measures of your content marketing success. Even social media shares and engagement are only signals – way stations along the path of metrics that matter.
Eventually, your content marketing must create action, not just attention.2(highlight to tweet)
At some point, especially in a B2B environment, you need the prospective customer to supply information. This creates the almighty “lead” that is the coin of the realm for so many content marketing initiatives…
