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The sales pitch for investing in marketing-automation software is hard to resist. It goes something like this: “Our software will help you generate leads and then automatically nurture them along their journeys until they become your customers.” It sounds wonderful – a happy prospect skipping along a path paved by magical software.
Have you found the secret sauce to managing your content? Or do you operate with a cobbled-together system that gets the job done? If you’re just getting the job done, you’re not alone. In a recent survey with our clients, we learned that almost 86% manage their content marketing with a combination of Microsoft Word, Excel, and email.
If you search online for “content marketing ROI,” you get close to 10 million results. The majority don’t provide anything particularly useful or actionable for typical marketers trying to justify their content marketing expenses to the CFO. So when I came across David Meerman Scott’s article on basing content marketing ROI on a Google AdWords equivalency, I was intrigued.