How can content marketing get closer to accountable results?
Michael Marchese from Tempesta Media puts light on the importance of content marketing and how marketers can measure its performance & effectiveness
During that time, advertisers knew that TV advertising worked. The problem was that they couldn’t pinpoint exactly which components were driving most of the results. As the old marketing joke used to go: “I know 50% of my campaign is performing, I just don’t know which 50%.”
Content marketing suffers from the same growing pains:
- You can’t predict content performance before it’s written.
- You can’t determine how one piece of content influences another.
- There are few standards established at the industry level.
When you put all these together, it means a lot of confusion, bad decisions predicated on inaccurate or incomplete reporting and wasted marketing dollars.
Given that the global economy has gone into a fairly deep recession, marketers are under even more pressure to determine which components of their content marketing programs are driving results and which ones need to be cut.
Does content marketing work?
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