Jim Yu says, “Some 78% of CMOs view content as the future of marketing. But how we arrive at that future is already changing: We’ve learned that the job doesn’t end with simply producing content; making sure it performs is critical to driving engagement and reaching target audiences.

However, the gap between production and performance is a real pain point for marketers: 86% of B2B marketers use content marketing, but only 21% say they’re actually successful at tracking ROI, according to a study by MarketingProfs and Content Marketing Institute; moreover, only 1 in 5 pieces of B2C content are engaged with at all, according to research by BrightEdge and iProspect.

There is a way to close that gap. Successful content takes optimization at every step of the process—from ideation and creation to production and amplification. Optimization is powered by insights into audience demand to develop content that delivers results and value for both the customer and your business”.

Three Steps to Maximizing ROI in a New Era of Content

Marketing Profs

Sharing is caring