Great piece in Marketing Sherpa by Dave Kirkpatrick about how to determine relevant content that in turn drives effective content marketing.
Money quote:
“Content is a major part of any marketing effort. At one point in time, that content was probably a whitepaper, press release or trade magazine article. Today, content starts at the website and entails email, social media, webinars and more. Any analytics that help you understand the people reading and engaging with your content can make the entire content marketing strategy much more effective.”