Content marketing was the buzzword darling of the industry only a few years back. Everyone seems to be in the game now, but not all are practicing content marketing effectively.
The key to effective content marketing is building trust by focusing on audience need over product and maximizing the expanding ecosystem of content creation. Everything that has been created as part of the marketing mix has a role—it’s up to marketers to implement the tools they have to their advantage.
The ultimate goal of any marketing plan is ROI. Where KPIs were once acceptable in content marketing, that’s no longer the case. At the end of the day, marketing is about moving real figures, not just engagement. ROI needs to be the backbone of any content marketing strategy—how to achieve it is the question.