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Content Marketing, Owned Media There seems to be a disconnect between what content marketers want to achieve and what they actually measure. In a survey of B2B and B2C marketers this spring, we found that their most common goal (73 percent) is brand awareness. The metrics these marketers gather, however, tell a different story.
Screaming “I want to be a brand publisher!” from the rooftops is the easy part. Figuring out how to become one is much more difficult—after all, no two brand publishers seem to look alike. Just look at these examples we’ve covered lately: Instead of just uploading blog posts on personal finance, American Express went all-out with OPEN Forum, an interactive online community f ...