Content marketing has emerged as a well-accepted practice, blending brand-beneficial messaging into a nonadvertising package in order to fit in with modern media platforms like social media, digital video or mobile search, according to a new eMarketer report, “B2C Content Marketing 2014: More Money, More Pressure to Perform.”
But in a marketing world driven ever more by data, content marketing remains very much an art form, especially in the business-to-consumer arena. The difference between a viral hit and an invisible flop is still a coin toss for agencies or brands to predict. And, trickier still, there are no universal principles for proving return on investment to justify growing content marketing budgets. Read the rest at eMarketer.