In the past decade, content marketing has become a widely established practice. Companies have hired writers and Chief Content Officers to run departments, create blogs and other materials, and, in the process, some have assured sales people that content marketing can mean the end of cold calling.
Content marketing is evolving, and, as buying becomes increasingly non-linear, can play an important role in aligning selling with buying. But there are now many myths and unexamined assumptions that have accrued around content marketing as the practice has exploded. Don’t follow the herd. If you can’t track what prospects read, when, where, and for how long, you have a blind spot in a big part of your marketing budget and are unlikely to get the ROI possible with this approach.