It takes a TON of energy to get the content marketing wheel moving; months or even years of effort, without much in the way of a return on your investment. But once you get the wheel moving and things really start to pick up speed, the momentum of the thing is massive. The power of the whole operation becomes almost unstoppable. This is Content Marketing — the long game. It can take years to see the fruits of your hard labor.
This article gives some great insights into measuring the effectiveness of content. At ChartMogul they focus on engagement as a key metric viewing content as primarily a brand building exercise. It is also clear that they also view it as a long term commitment something that is not always compatible with more pressing short term demands of CEO’s and Sales leads looking for a more immediate return. Alan