Content Marketing Inst.
The shift is on. It’s hard to read an article or attend a presentation about social media or content marketing without the subject quickly transitioning from creative or strategy to measurement — and often with an eye on the ultimate prize: ROI (Return On Investment).
Ostensibly, this is a good thing. After all, it suggests that our industry has outgrown its “cottage” status and moved into the big house. But in our rush to “be measured like everyone else,” content marketers are in danger of shortchanging their full value to the organization.