With all of the time and money invested in content, you’d think marketers now have a clear and compelling business case to keep up the drumbeat. Umm, not exactly.
A survey conducted by Forrester Research, Business Marketing Association and the Online Marketing Institute revealed that 83 percent of marketers are unable to measure business value from their content marketing efforts.
What is the problem? And can it be overcome?
Those were questions I tackled yesterday during my keynote presentation and panel at Digital East. Entitled “How Marketers Can Drive Customer Demand via Content, Social and Digital Communications,” during my talk I introduced…