The ROI in Content Marketing

Does content marketing actually work? So far, I have not found a single case study that shows content marketing is successful. I’ve searched the web; I’ve looked at dozens of “leading websites”; I’ve talked to many people, incl. heads of...

KPIs: Tracking the Numbers

Spent the last three days in restructuring the tracking at my website and the reporting of tracking in Google Analytics. Got it to work. This is for my upcoming book Content Marketing Strategy and Tactics. The key chapter will be, of course, the chapter where I show...

What’s a KPI anyway?

Darryl McDonald, CMO of Teradata, pointed out a Columbia business school study with remarkable data about the (lack) of ROI in marketing: 57% don’t use any KPIs 28% set marketing budgets on gut instincts 7% are spending most or all of their marketing budget with...