Content marketing is a vague term and I must admit that I am still developing my take on it. As I stand now I believe that content marketing is about any content. It could be a banner, a blog post, or an article in a paper. The only think it has to have is purpose and KPI’s (Key Performance Indicators). Before entering the world of content marketing, you need to build this into your methodology of how you are going to use content as part of your communications.
If you look at channels such as Facebook, Google, Snapchat, YouTube or even print and TV – they all play a part in a very big ecosystem. If you understand this big picture, and how it affects your communications, you are in better shape than most. Then there are the KPI’s. What is you end goal and why?
What are you measuring against?
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