Despite the many ways Google has changed the search game over the last five years, one truth remains: content is the vehicle that drives your consumer interactions, engagements, experiences and, ultimately, conversions.
However, only 41 percent of marketers think their organization is clear on what an effective or successful content marketing program looks like, according to the Content Marketing Institute (CMI).
Marketers aren’t just lacking confidence in their efforts; these are real and measurable deficits. In fact, only 20 percent of B2C and 50 percent of B2B content earns any engagement at all, my company’s research has found.
That’s a lot of wasted effort and resources invested in content that ends up just floating around the web, winning zero business benefit for its creators.
In this post, we’re going to take a look at content through the SMART lens. SMART is a goal-setting framework in which S stands for Specific, M for measurable, A for achievable, R for relevant and T for timely.
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