The frequency of how often communications teams change the need to measure results occurs about as quickly as my iPhone requests software updates—one day, it’s the web traffic, the next day, it’s visitor engagement, then it’s the open rate, and so on, and so on.
What remains the same is that communications teams are responsible for reporting on marketing qualified leads and marketing-assisted sales through content efforts. Providing your prospects with relevant, useful, timely, and valuable information is an extremely effective way to establish credibility as a brand and build trust.
Here are a few quick ways to use content as we get going in 2019.
Your entire website is one giant piece of content, serving to engage and inform your audience through images, video, audio, and copy.