Making Content Grow Into Customer Flow

Marketing legend John Wanamaker famously said, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” That was more than a hundred years ago. Yet, marketers are still no closer to knowing if their advertising, in the form of content marketing, resonates with the right people and impacts their buying decisions.

It’s a costly blind spot, given that content marketing represents nearly 40 percent of marketing spend for most companies, according to the Content Marketing Institute. Cision says enterprises invested $300 billion in global content marketing last year.

Making Content Grow Into Customer Flow