A Framework to Measure Real Business Impact
It’s safe to say that in 2015, the vast majority of businesses are creating content for marketing (B2C 77%, B2B 86%) 2015 CMI/MarketingProfs.But to what end?
Content can create impact for a business in many ways, including boosting reputation, increasing revenue, improving operational efficiencies or growing the value of the brand.
Unfortunately, most companies are chasing ROI instead of planning for measuring the full spectrum of value content can deliver for a business.
