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One of the most common mistakes brands make when tackling content marketing dates back to the beginning of mass media itself: Renaissance-era Italy and the birth of gossip newsletters. Writers would loiter in commerce centers, churches, and public squares, and then combine the news they heard into a single-page “Avviso” and print it up using the latest technology, Gutenberg’s press.
ROI is a terrifying topic for many content marketers. In a survey we conducted last year, over 90 percent of marketers weren’t confident that their key content metrics measured business results. This is… not good, to say the least. The reason for that disconnect is that most marketers have far too narrow a view when it comes to how content marketing impacts business success.