A non-siloed approach to content marketing can help drive optimised ROI from it

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 01, 2019, 7:19 AM UTC

Using AI, content marketers can serve the right content to the right audience.

This piece states that content marketing’s ROI problem holds it back from attracting significant paid media budgets. A strategic marketing disconnect results from a siloed buyer’s journey approach. This restricts the optimisation of ROI across the funnel.

The author points out that the present content marketing scenario is because brands do not have the right ROI mindset for amplification of a content strategy. To remedy this, businesses must map their content to the consumer’s purchase journey.

Further, they can use AI to put the right content in front of the right consumer at various stages of the buyer’s journey. To ultimately optimise ROI from content marketing, companies need a completely connected, non-siloed, full-funnel content marketing approach.

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