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Because content creation is a newfound skill for many firms, confidence in the programs and their related key performance indicators (KPIs) is rare. In addition, an overreliance on lead generation as the main KPI for business-to-business (B2B) content marketing efforts has minimized appreciation for more intangible benefits, like thought leadership and brand awareness. Indeed, a true report card for a B2B content marketer must assign value to both tangibles and intangibles—or risk giving too much or too little credit based only on revenue results.
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Via Marteq
How many people are going to point to a piece of content and say "Hot damn, that's what sold me!" Of course not. Content is a piece of the puzzle, and to measure the ROI of an individual component as opposed to the whole engine makes little sense.
www.ScottMartin.org / https://www.linkedin.com/groups/Content-Marketing-News-6773232/about ;
@mktgContentNews