How Marketers Turn the Page on Content Marketing
When content marketing started to seep into the mainstream in the early 2000s, the proposition for CMOs was self-evident: Originally produced content would eclipse the traditional 30-second spot and enable brands to get closer to their existing customers and reach a bunch of new ones.
It hasn't exactly turned out that way. The 30-second spot remains a mainstay. And while there are plenty of brands that have a successful content marketing strategy, many companies continue to struggle with how to measure and monetize originally produced content — and stop throwing money after good.
Nearly 60 percent of respondents to a recent ANA study said they have reservations about a lack of actionable insights derived from current tracking methods in determining the value of content marketing, with proving ROI, boosting attribution, and overall measurement the major sticking points.
In this episode of Champions of Growth, Mathew Sweezey, director of market strategy at Salesforce, and partner in the Salesforce futures lab, joins host Matthew Schwartz to discuss how CMOs can bolster their content marketing strategy and where every company is a media company, like it or not.
The Champions of Growth Podcast airs Wednesdays at 2PM EST. For more information about the ANA Podcast Network, visit www.ana.net/podcasts.