Content Marketing: If the Crowds Are Engaged, the ROI Will Follow

Content marketing pre-dates the printing press, but in this age of information overload and endless product pitches, it’s never been as important – or as effective – as now. That said, the question on marketers’ minds as they consider their annual budgets is as old as the printing press: What’s the ROI? At the strategic level, content marketing focuses on creating and distributing valuable, relevant and consistent content to attract and retain well-defined audiences – and to drive them to a specific action. In practice, it means creating and effectively telling a story to illustrate a product or service, but not as intrusive, distracting or irritating advertising. In other words, as we define it at VitalBriefing, bringing valuable information that helps guide your clients and customers into the decisions they need to make even if it’s not your product or service they eventually buy. Sound counter-intuitive? It’s not. The point of the content, as Heidi Cohen, author of the Actionable

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