Without fail, the question I am asked the most from marketers who are struggling to build their business case is, “How do I measure content marketing return on investment (ROI)?” We know that as consumers, we’re all consuming more information online. We are looking to get informed and we are looking to be entertained. But building the business case is often a tricky proposition. It’s important to remember that everyone inside the business creates content. And creators love their content like a mother loves her baby. Although the content may stink, we can’t call anyone’s baby ugly.
