Measuring the success of social media and content marketing is the Holy Grail; make that the illusive Holy Grail. Some do it extremely well, while others suffer attempting to put ROI against a content strategy.
The C-suite seems to ask for ROI against everything done within a company and that often comes without regard for the softer side of marketing (often called public relations).
In this episode of The Heart of Marketing, John Gregory Olson, the extraordinary producer of our show, and me (Jayme Soulati) wax and wane about what ROI means to content marketing and overall strategy.
This episode is my new epic favorite. I am so impressed with our topic as we cover:
1. Why ROI is not always the first best practice to put in place for content marketing
2. The empowered consumer and her control over the marketing funnel and sales decisions
3. Which metrics to put in place all the time that influence ROI
4. Why brands are failing in content marketing by attaching ROI to content
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Do take a look at Episode 2 on The Heart of Marketing where we address marketing ROI!