Reinventing Content Marketing Into a Measurable Business Strategy

We have moved into a new era of marketing – one where the creation of value through content-driven experiences is the focus. Yes, the entire practice of marketing has changed – again. So, if it’s such an important part of the equation, why is the struggle to measure the effectiveness of content such a struggle for the business? It’s because we’re measuring precisely the wrong thing: the content. Let’s reboot the whole notion of content marketing, and understand what it is we’re actually solving for. In this session, we’ll discuss the current transformation of the marketing department inside out. Let’s examine the business model of content, and walk step by step on how to develop the optimal business purpose and focus for a truly measurable content marketing strategy. After this session, you will be able to:

• Use a key framework to assess the purpose of your current and future approach to content marketing
• Implement a usable approach to measuring audiences as the means of proving the worth of content marketing as a strategic approach
• Replicate examples of companies actually achieving strategic, and measurable business value through the use of content-driven customer experience