We've got more content budget than we've ever had and that means there is more content to compete with than ever before. It means investing more heavily and more cleverly in content promotion.
With increased budgets comes increased expectation and while your content marketing goals might be linked to links and social shares, your business (or your client's business) may need to see something of more meaning to them.
By mapping content to the customer journey more effectively, we aim to win the brand signals we have been going after but also demonstrating measurable audience growth and even a role in direct and assisted conversions (transactions and leads and ultimately revenue).
This is about that – making your content work harder towards direct customer acquisition.