Content marketing remains an area of rampant expansion. Survey after survey suggests continued investment in coming years, with a majority of respondents indicating regular annual spending increases, according to a new eMarketer report, “B2B Content Marketing: Finding Satisfaction Beyond the Lead.”
Yet because content creation is a newfound skill for many firms, confidence in the programs and their related key performance indicators (KPIs) is rare. In addition, an overreliance on lead generation as the main KPI for business-to-business (B2B) content marketing efforts has minimized appreciation for more intangible benefits, like thought leadership and brand awareness. Indeed, a true report card for a B2B content marketer must assign value to both tangibles and intangibles—or risk giving too much or too little credit based only on revenue results. Read the rest at eMarketer.