Content Marketing – ROI or Creativity?

Content marketing today has left the safe world of ‘proof of concepts’ without the budget to be a widely adopted marketing practice. Consequently, as content marketing becomes more pervasive across the customer-centric organization, the conversation has moved to the thorny topic of ‘return on investment’ (ROI). But ROI shouldn’t be met by sharp intakes of breath content marketers. We know that content marketing works and is measurable.