By Sam Vining

By far and away the most common conversation I had with clients in 2016 concerned measuring the value of content marketing. It’s early days for 2017, but I don’t see the topic going away any time soon.

Solving this problem is challenging; it requires a mutual, and somewhat consistent, definition of what we mean by ‘content marketing‘, and my experience suggests that there as many definitions for content marketing in the world as there are content marketers.

At the risk of being reductive, the most basic interpretation I can express is: owned and earned media (text, audio or video) whose Read full story ›

Source: The Drum