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25 Signs Your Content Marketing Strategy is Headed for Disaster
The first time I saw a measurable return on investment in content marketing was in 1996.
No one was calling it content marketing at that time, but that’s what it was. I was writing case studies, magazine articles, and fact sheets to support products I was selling. It was easy to measure the return because I had a big quota that was being tracked on a weekly basis.
The content I produced was instrumental in convincing customers to sign contracts worth hundreds of thousands of dollars and a few deals well into the millions of dollars. So, yes, I was convinced content helps you achieve business goals.
Content marketing works and you can measure it
If content marketing hadn’t worked, believe me, I would have stopped doing it. Not only was I getting anecdotal evidence to support the value of the content, my customers included my written case studies in their purchasing recommendations. In one instance, the procurement officer from a major financial institution requested a case study I’d written as part of his due diligence on approving a deal worth more than $9 million.
No one had to convince me of the merits of content marketing because it had already paid out a lot of commission money many years before the…
