How do I determine the effectiveness of white papers or blog or any piece of content for that matter? How do I demonstrate RoI of my content marketing efforts?
Sounds familiar? These are some of the questions that clients frequently keep asking us and rightly so. With the grudging acceptance of marketing’s contributions in running a business leading to improved budgets, marketing functions are under the radar more than ever and need to prove their efficacy. Gone are the days when brand recall, engagement and other such qualitative metrics suffice. Today management demands a clear correlation between marketing efforts and business results. And we go back to the root question – how do we meaningfully link marketing efforts to business outcomes? Let’s just consider content marketing for the purpose of this blog.