Content Performance

The convergence of the digital and physical aspects of marketing has meant that content as a strategic asset is more important than ever before. The Paid, Owned and Earned strategies that brands now use to take their products to market have never been more complex, nuanced and difficult to manage. Thus, it makes sense that they are even more difficult to measure. 

The real challenge for marketers is that content performance simply hasn’t been the focus of any one solution. There are very few solutions that actually look to augment a content management strategy by actually utilizing performance as a means to improve the overall management and display process.

With this paper, we want to look at how enterprise marketers might look to 5 evolutionary steps into a content performance mindset.