Marketing measurement and ROI. Heard of them? Yeah, I thought so. It’s kind of a thing right now.
Without fail the most common question I get at workshops or advisory days with clients is “how are we going to show return on a content marketing investment?”
That is the exact right question because content marketing is an investment – a strategic asset that builds value over time. But we usually answer the question by using classic expense measurements for marketing and advertising. And, while there are opportunities to optimizeexpenses using content marketing, it can be a limiting and frustrating way to calculate the overall content marketing ROI.
Let me explain.