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Simply put, if you’re not measuring, you’re not marketing. In fact, if you’re whipping up blog posts and infographics without business objectives, you’re basically partaking in a very expensive version of arts and crafts. Your job as a content marketer is to show your boss the money — not traffic, not links — mon-naay.
Content is not king. Yep, I said it. (This guy did, too.) In the realm of content marketing, the customer is ruler of our domain. Without falling deep into a series of Game of Thrones allusions, let’s agree that all content must be created with the customer’s needs in mind. Otherwise we are wasting time and resources as marketers.