Insight is everything
The digitisation of content marketing has seen the discipline boom, but not evolve. Until now.
Content marketing began in the world of print. Much of the print mindset has been carried across to digital practices, in particular a reliance on instinct and qualitative feedback to assess performance.
As the technologies for tracking audiences and understanding impact evolve, those who keep this mindset will find their successes – and their careers – washed away by agile, results-driven marketers.
Present norm
Present opportunity
On the horizon
Future opportunity
Many are slow off the mark when it comes to embracing the current opportunity of insights-driven content marketing. This approach is rooted in what you can learn about your readers.
To answer these questions, you need to be tracking their behaviour and reactions to your messages and activity and from this deduce both their thinking and their sentiments.