‘Content ROI Is a Myth’ – HubSpot
The latest article on HubSpot blog is titled “Content ROI Is a Myth”.
Kieran Flanagan says, “As a profession, marketing has evolved a lot over the past 5 years. Previously, when asked to justify our marketing budgets, we used to squirm in our chairs and mutter something about “brand awareness.” Today, marketers want to measure the ROI on every tactic and channel they use.
Figuring out the ROI of content, in particular, is hard and often misunderstood.
In a recent study we conducted with SmartInsights, the top challenge for marketers was measuring the ROI of content. According to Driving Content Marketing Success, 45% of European marketers cited measuring ROI and producing enough quality content as their top challenge“.
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