Content marketing: What you need to know
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The importance of content marketing cannot be underestimated, yet it’s still underappreciated. In the form of articles, buying guides, custom research and educational content, such marketing can bridge the chasm between top-funnel awareness efforts like TV advertising and bottom-funnel, conversion-focused efforts like search.
Yet at a time when brand marketers demand growing precision and accountability for our media buys, we have a basic problem when it comes to content marketing: We don’t have a clear understanding of its impact, audience and value. That’s a failing of technologyour ability to connect the dots between content and conversion, and then tie that to customer lifetime value, is severely limited within today’s toolsetsbut also of mindset. Both threaten companies’ future investments in content marketing.
As an industry, we can and must do better. And that starts with recognizing and addressing the pain points.
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