Robert Rose says, “At Content Marketing World this year, I met the CMO of a mid-sized B2B company. During our discussion about the event (and how great it was), he said, “Robert, you know the thing that I’m missing is how we’re ever going to draw a line from content marketing to top-line revenue. If I can’t do that,” he said, “then I’m not sure we actually should do content marketing.”

My response was that it’s absolutely possible to draw a line to revenue. However, if your only goal is to increase top-line revenue more efficiently with content marketing (i.e., a cheaper investment) than through traditional advertising, you’re missing out on the greater benefits content marketing can offer.

We broke content by being good at it

These days, when I get to have deep conversations about our industry with folks like my CMO friend, I typically find that they have created a near-Faustian “bargain business case” for content”.

The 2017 Content Marketing Framework: 5 Building Blocks for Profitable, Scalable Operations

Content Marketing Institute


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