New problems are rarely fixed by applying old thinking. In the last decade, a combination of circumstances has evolved that requires new thinking from marketers. This new thinking takes advantage of the digital environment and transforms business as we know it.
If you are an Australian marketer, chances are you’re currently wondering how to improve your content marketing strategy.
In a recent survey of Australian marketers by the Content Marketing Institute (CMI) and Association for data-driven Marketing and Advertising (ADMA), 96 per cent were found to be investing in content marketing, and 61 per cent plan to ramp up spending in 2014.
Yet just 29 per cent believe their content efforts are effective. It’s perhaps not surprising; CMI’s founder and CEO, Joe Pulizzi, describes content marketing as being in the “early adoption phase” and requiring new types of customer engagement measurements, internal skillsets, attribution models and technology. So how can you ensure you don’t fall into this camp and improve your chances of success?
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