Aberdeen Group - Analyst Insight Report
Content Marketing ROI: Quantifying the Value of the Difference
Adoption of content marketing is no longer measured by if, but by its impact on marketing results. In highly competitive markets, firms know that they must not only compete on a strategy, talent, service, and product excellence but, on the ability to engage buyers with highly informative or highly entertaining content (and sometimes both). But what is the measurable business value of content marketing and, more importantly what is the value of doing content marketing right?
Using data collected from 96 marketing practitioners, including 81 companies using content marketing, in April and May 2013 as part of Aberdeen's pending Content Marketing and Management study, this Analyst Insight examines the incremental improvement in key marketing conversion metrics enjoyed by content marketing and management Leaders to quantify a return on content marketing investment.