Almost every marketing leader will tell you that content is essential to sparking meaningful engagement with prospects and customers. But content marketing as a practice is still evolving — marketing teams don’t have a clear blueprint for how much investment to make or how to determine the ROI.
Success takes exploration, dedication and continuous testing. Content marketing is challenging. It takes time to grow your program into a steady and predictable growth engine.
The CMO plays a critical role in content marketing. We need to guide our teams to adopt an analytical approach and help them determine which topics, types, formats and delivery methods will be most effective. We can help content producers and program managers turn ideas into powerful audience-building campaigns.
Here’s how you can lead your team to success…
