In our previous blog, we wrote about “naked content,” our theory that high-quality content cannot stand on its own. In this installment, we will give you a practical “before, during and after” guide to make sure you don’t leave your content exposed.
The rush to content marketing has often caused B2B organizations to over-rotate on quality without thinking about content as a part of a conversation supported by insights, technology, data, media, etc. Great content that’s been vetted, tested and creatively delivered can be left vulnerable and at times be judged unsuccessful if it’s asked to do all the work. Enter Team Content.
There’s a disconnect between what we say as B2B executives and marketing leaders and how we lead and act on the metrics we ask for and celebrate. It’s time to follow through on what we say we believe and embrace metrics that suck—or that just don’t seem quite right. Here are three actions to take today to change the way we look at metrics.