June 2017
Intermediate to advanced
240 pages
5h 45m
English
Content preview from Content - The Atomic Particle of Marketing
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10Content marketing performance
While content marketing is pervasive, most organizations’ ability to effectively measure their efforts fall significantly behind their ability to publish content to every screen. A 2016 study from Rapt Media shows that 59 per cent of strategists are most concerned with ‘gaining deeper insights’ when investing in content, and 98 per cent say they would invest more in content marketing software if it addressed this measurement concern.1
In addition to feeling hampered by their ability to measure content marketing effectiveness, marketers also measure too narrowly. New tools, channels and media platforms create new (and more complex) measurement opportunities, coupled with the fact that content marketing can be applied ...
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