Marketing budgets increased in 2022 after dropping to a historic COVID-19-related low in 2021. But content marketers can’t celebrate yet. That extra budget increases the expectation that marketers prove content delivers business results. Content marketers must step up their marketing data analytics approach to show how content delivers business results.
Doing so brings two fundamental benefits.
First, marketing data analytics helps content marketers communicate the benefits of content to non-marketing peers.
Marketers can get buy-in and build stronger relationships with business stakeholders by linking content assets to concrete business results like marketing qualified leads (MQLs).
Second, marketing analytics also equip content marketing leaders to make data-informed decisions about where to invest money and talent resources.
Marketers can de-emphasize poorly performing platforms and formats and invest more in higher-performing alternatives. That can increase the ROI from…
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