To make the case for content marketing programs, you need to know
what’s working and what’s not. Here’s how to get real data
by Joe Pulizzi
“Ayear from now, what’s different?” When I used to sell custom publish-
ing services, I always asked the client
that question before signing the con-
tract, because the answer was the most
critical element of the final agreement.
The client’s response revealed every-
thing about how they intended to
measure the content project we were
about to create for them.
And that’s the exact question I want
you to ask yourself when you think
about measuring your content market-
Content marketing, simply defined,
is the marketing technique of creating
and distributing relevant and valuable
content to attract, acquire and engage
a clearly defined and understood tar-
get audience—with the objective of
see for yourself
Joe Pulizzi shares some examples of companies that are doing content
marketing right and how it’s affecting their bottom line.
just for the sake of
tools and tactics are
used to directly determine what a project’s
objectives should be.